1 Tariff Plans Benchmarking – 2H15
Voice and MBB Services
Tariff Plans Benchmarking
Europe, US, Middle East
Second Half 2015, 4th Edition December 2015
Arthur D. Little www.adlittle.com
2 Tariff Plans Benchmarking – 2H15
Arthur D. Little presents the 4th Edition of MNOs tariff plans benchmarking study
Situation
Questions
Analysis
Limitations
Overview
The benchmark analysis was executed considering a set of comparable Voice and Data tariff
plans (Unlimited Voice and Sms, no device subsidies, consumer segment)
The study scope is referred to 17 Countries (USA, Western Europe and Middle East)
The study considers a snapshot at October 2015, tracing trends back to December 2013
What are the different price strategies among MNOs for each analyzed country?
Are there different pricing trends and strategies across different countries?
Are plans differentiated in terms of Value Added Services offered ?
What is the current offer for 3G vs. LTE? Is there any specific trend?
Arthur D. Little carried out the 4th Edition MNOs Tariff Plans desk study to analyze and
benchmark the trends and the “state of the art” of tariff plan landscape for Data and Voice
commercial offers
3 Tariff Plans Benchmarking – 2H15
Agenda
1 Context & Methodology
2 Executive Summary
3 Tariff Benchmarking per Country
North America Western Europe Middle East
USA Austria Netherlands Bahrain
Denmark Spain KSA
France Sweden Kuwait
Germany UK Oman
Ireland Qatar
Italy UAE
4 Tariff Plans Benchmarking – 2H15
The mobile industry keeps experiencing a generalized increase in both connections and traffic,
remarkably evident in smartphone and video data, yet not paired with an improvement in ARPU
1 Context and Methodology – Global Market Trends
Global Market Trends
Source: 1) Ericsson Mobility Report Nov 2014, Nov. 2015; 2) Cisco VNI Mobile, 2015; 3) Merrill Lynch Bank of America Global Wireless Matrix - Global Selection of Countries among APAC, Europe,
North America, Emerging Asia, EEMEA e LATAM Regions (Note: Dollar - Euro exchange rate 0.896 at 31.09.2015)
Devices & Uses
71% of mobile traffic on
smartphones with a
48% CAGR foreseen
until 2019 (2)
Connections
7.4 Bln worldwide mobile
connections by end
of 2015 (1)
Global ARPU and Smartphone Traffic
7001.400
1.000
212325
+41%
CAGR 2013 2014 2015
~5 EB/mth by 2015, with voice
constituting a small
part (<250 PB/mth)
of overall traffic (1)
Mobile Traffic
Avg. Traffic
per Active
Smartphone
(MB/month) (1)
Industry studies show a generalized increase in mobile connections (7.4 Bln as of 2015) and in mobile traffic (~5 EB/mth), mostly generated by smartphones (71%) and driven by video streaming (57%). These trends are, however, accompanied by a decreasing tendency in Average Revenue per User.
-7% Avg. ARPU
(€/month) (3)
4% expected CAGR in
worldwide mobile
connections between
2014 and 2020 (1)
>70% predicted mobile
traffic CAGR in the
Middle East & Africa
regions between
2014 and 2019 (2)
57% of data traffic is
generated by video,
a ratio expected to
grow to 72% by
2019 (2)
5 Tariff Plans Benchmarking – 2H15
America
Voice min/month/avg.user
Average Revenue per User shows a decreasing trend, while voice consumption maintains a
slightly increasing tendency
3135
19
31
1519
44
262323
32
1817
3124
1927
31
1726
1517
43
2428
18
27
1516232017
-6,4%
-0,5%
-1,6%
-8,6% -7,2% -5,7%
-7,1% -0,7%
-2,2% -5,1%
-4,7% -6,1%
-3,2% -7,5%
+6,3% -9,6%
153110
338
187241
154156179130
229222176 136 137
88
348261
189298
175171240
180167
-5,3% +6,8%
925 929
-1,7% +4,6% -6,8% +10,3%
+0,4% +3,1% +4,4%
+1,5%
-10,5%
-0,2%
+7,3%
1 Context and Methodology - ARPU and average Voice usage trends for analyzed Countries
2012 2014 2015 2013
Source: Merrill Lynch Bank of America Global Wireless Matrix 2Q15, Middle Eastern TRA’s websites, Arthur D. Little Analysis (Note: Dollar – Euro exchange rate 0.896 at 31.09.2015)
USA Austria Denmark France Germany Spain Sweden UK Italy UAE Qatar Oman Kuwait KSA Bahrain
Western Europe Middle East America
ARPU/month (€)
Western Europe Middle East
… CAGR
Netherlands
USA Austria Denmark France Germany Spain Sweden UK Italy UAE Oman Bahrain Netherlands
6 Tariff Plans Benchmarking – 2H15
After a steep increase between 2008 and 2014, Mobile Connections will keep growing smoothly,
with developing countries holding for most connections, especially in African & Asian regions
1 Context and Methodology - Global Mobile Connections
9,08,88,5
8,27,9
7,57,1
6,76,4
6,0
5,3
4,6
4,0
2012 2011 2010 2009 2008 2020 2019 2018 2017 2016 2015 2014 2013
Mobile Connections by Region (2) (3Q15 - Mln)
995
1.3001.395
955
385
730
395
545580
Central&
Eastern
Europe
Middle
East APAC* North
America Western
Europe
LATAM* China Africa India
Source: 1) The Mobile Economy 2015 – GSMA (excluding M2M); 2) Ericsson Mobility Report Nov. 2015
* LATAM= Latin America; APAC = Asia-Pacific excluding China and India
10%
CAGR 2008-2014
4%
CAGR 2014-2020
Mobile Connections are forecasted to reach 9 billion by 2020 (growing at a ~4% CAGR)
African and Asian regions hold the most Mobile Connections (cumulatively 4.6 billion)
7 Tariff Plans Benchmarking – 2H15
5
0
50
45
40
35
30
25
20
15
10
2021 2020 2019 2018 2017 2016 2015
Global Mobile Traffic, driven by smartphone data, is expected to grow to ~50 EB/month by 2021
Traffic should increase with particular intensity in the Middle East and Africa regions (72% CAGR)
Mobile traffic is booming. It is expected to grow to ~25 EB/mth by 2019 and ~50 EB/mth by 2021
(nearly a tenfold increase since 2015). The highest CAGR is forecasted in Middle East and Africa
1 Context and Methodology - Global Mobile Traffic
Global Mobile Traffic (both voice and data) (1)
Source: 1) Ericsson Mobility Report Dec. 2015; 2) Cisco VNI Mobile, 2015
Data: mobile PCs, tablets and mobile routers
Data: smartphones
Voice
Global Mobile Data Traffic by Region (2)
20
25
0
5
10
15
Western Europe +48%
ME & Africa +72%
Latin America +59%
C & E Europe +71%
2014
2,5
North America +47%
Asia Pacific +58%
2019
24,3
2018
16,1
2017
4,2
6,8
2015
10,7
2016
Exabytes per Month Exabytes per Month
Relatively steady and
low traffic for voice
usage while data usage
strongly increases
Region CAGR
2014-’19
8 Tariff Plans Benchmarking – 2H15
1 Context and Methodology - Global Mobile Traffic
Source: Cisco VNI Mobile, 2015
Smartphone generated traffic - 18 EB/mth by 2019 - is expected to drive the tenfold overall increase
Video streaming - already accounting for 57% of mobile traffic is forecasted to reach 72% by 2019
Global Mobile Data Traffic by Device Type
25
20
15
10
5
0
Nonsmart
phones +27%
Smart
phones +60%
Laptops +22%
Tablets +83%
M2M +103%
2019
24,3
2018
16,1
2017
10,7
2016
6,8
2015
4,2
2014
2,5
Exabytes per Month CAGR
2014-’19
Global Mobile Data Traffic by Type of Usage
10
0
20
5
15
25
16,1
2018
24,3
2016
6,8
2015
4,2
2014
2,5
File Sharing +76%
Audio Streaming +53%
Web/Data/VoIP +39%
Video +66%
2019 2017
10,7
Exabytes per Month Type of Usage
The sharp increase in Mobile Traffic, is foreseen to be mostly generated by smartphones and
to be primarily utilized for video streaming
CAGR
2014-’19
9 Tariff Plans Benchmarking – 2H15
Arthur D. Little uses a proven methodology to analyze the tariff landscape in order to
benchmark Data and Voice Tariff plans
We executed the benchmark analysis in 3 macro phases
Identify relevant
Markets and MNOs
Identify comparable
Tariff plans
Analysis of Tariff plans
1
2
3
■ Markets in scope: 17 countries (US, W. Europe, Middle East)
■ Operators in scope: 58 MNOs
■ Comparable tariff plans were selected according to the following criteria:
Data plans criteria - no dongle included and GB allowances*:
339 tariff plans (out of which 220 Postpaid, 100 Prepaid and 19 both Pre and Postpaid)
Voice + Data plans criteria - unlimited voice/sms, no device included, GB allowances*:
193 tariff plans (out of which 171 Postpaid, 14 Prepaid and 8 both Pre and Postpaid)
■ Tariff plans were compared to identify, both for Smartphone and Data selected plans:
Analysis of GB price consistency among MNOs for each country
Analysis of other offered services
Analysis of 3G vs. LTE offer and premium price for LTE
1 Context and Methodology - Methodology overview
*Scope of the analysis include plans with data allowance > 500 MB per month
10 Tariff Plans Benchmarking – 2H15
Agenda
Tariff Plans Benchmarking for Voice and Mobile Broadband Services
1 Context & Methodology
2 Executive Summary
2.1 Main results per Country per MNO
2.2 Main results per Country per TLC Group
3 Tariff Benchmarking per Country
11 Tariff Plans Benchmarking – 2H15
Decrease in prices is still due to a strong competition mainly based on “commoditized” mobile services (voice or data) or on the customer acquisition strategy of “low cost” players
The rapid increase of the availability of smart devices and the OTTs’ offering of new services and application generate new data traffic needs and drive a general increase in data allowance by operators
LTE tariffs almost completely replaced the ‘‘3G only’’ and some Operators exploit the traffic explosion introducing new “data-centric” offers and commercial models to improve revenues, retain customers and monetize network investments. Such offers succeed only if paired with reliable LTE network
Ongoing and expected market consolidation with reduction of the number of MNOs from 4 to 3 would lead to possible change in the tariff trend
Both LTE data and LTE voice + data plans keep showing a generalized
increasing trend in average allowance size
The only countries in which this trend is not evident are Germany, where
the wireless market is fairly static after the 4 to 3 consolidation, and
Bahrain, where competition and therefore new offering seems to be
focused on mid-sized data bundles for home-usage
As Data usage is booming, MNOs start competing on offer differentiation rather than on pricing
2 Executive Summary
Main considerations on Offers - ADL Benchmark
Source: Arthur D. Little Analysis
In countries where the offering is based on commoditized mobile
services (voice or data) prices tend to be decreasing (e.g. Italy, Spain)
Low cost MNOs (such as, Yoigo in Spain, Free in France, Tele2 in
Netherlands) have been shown to drive down the overall market pricing
Longer committments vs. discounts practice to retain customers (mostly
in EU, while in ME committment is generally linked to device subsidies)
In Ireland, after the 3 and O2 merger, tariff prices have increased in
several data allowance segment, mainly on data plans
In Germany the ongoing merger between O2 and E-Plus reduced the
number of MNOs from 4 to 3 and may lead to competitive implications
Other mergers are expected both in the Italian market (between H3G and
Wind) and in the UK market (between 3 UK and O2)
T-Mobile USA is pursuing a niche positioning through zero-rating on both
audio and video streaming, open to every provider without restrictions
The Vodafone group, extensively includes VAS such as Spotify or Netflix
in order to promote a premium network experience (speed & coverage)
The USA market shows a family oriented approach to mobile services
(e.g. share plans), in Europe, instead, the more personal approach, leads
some MNOs to focus on multi-device offering for single customers (e.g.
Wind Magnum offering 1 extra data-SIM in addition to voice + data plans)
12 Tariff Plans Benchmarking – 2H15
2 Executive Summary - 3G vs. LTE data plans composition: Country comparison
It can be observed how, for Western Europe and USA, the progressive shift from “3G Only” to
LTE commercial offers, has not supported a growth of ARPU nor a growth of tariff pricing
Data Tariffs: Evolution in LTE Plans %, ARPU, Adj. Avg. €/GB, Avg. GB, by Country
Sources: 1) Arthur D. Little Analysis; 2) The Economist - Big Mac Index; 3) Merrill Lynch Bank of America Global Wireless Matrix; 4) Comreg (Ireland ARPU - data on 2015 expected not available)
Notes: countries depicted are the ones included since the first edition of the study (Bahrain, Oman, KSA, Kuwait, Netherlands, Oman, Qatar and UAE not depicted)
Total Offers
2H13 2H15 2H14
2H13 2H15 2H14 2H13 2H15 2H14 2H13 2H15 2H14 2H13 2H15 2H14 2H13 2H15 2H14
2H13 2H15 2H14 2H13 2H15 2H14 2H13 2H15 2H14 2H13 2H15 2H14 2H13 2H15 2H14
50€ 45€ 40€
30 44 28 25 38 17 11 8 8 8 4 4 5 6 6
22 43 18 11 10 10 5 3 3 133 85 80 13 19 18
Evolution in Share of LTE Plans (1)
Evolution in Share of ‘‘3G Only’’ Plans (1)
Adjusted Average Revenue Per User (2,3,4)
Adjusted Average €/GB for LTE plans (1,2)
xx Average GB included for LTE plans (1)
29 25 20 €
€
€
0
5
10
15
20
25
30
0
10
20
30
0
10
20
30
13 Tariff Plans Benchmarking – 2H15
Overview of Analyzed Markets, by Region (1/3)
2 Executive Summary
Main considerations on Offers - ADL Benchmark - Western Europe
Austria
All plans offer 4G connectivity, in addition to 3G, at no extra fee with generalized decrease in price per GB, paired
with an increase in the size of data allowances.
TIM and Vodafone are positioned as the prime players, with premium priced tariffs running on reliable networks,
and generally including Value Added Services such as media on demand, music, gaming and news.
Wind and Three hold a no frills value-for-price positioning. The 2 operators announced an agreement to form a
joint venture of their telecoms businesses, which would reduce the number of MNOs from 4 to 3 and lead to
possible competitive implications.
Italy
Decrease in plans or significant increase in data allowance for the same price
Market leaders’ strategies: Tele2 (price leader) has further lowered prices, Telia (mid-
to-high prices) has doubled data allowances. The two smaller players (Three and
Telenor) have reliable LTE network, and apply
mid-to-high tariffs
Value added services: Telia offers Spotify subscriptions with contracts, Tele2 offers
Viaplay, 3 offers free data for music streaming
Germany
Sweden
Converging pricing and data allowances for most contracts
Strong demand for data usage by customers - both at home and on-the-move
Value added services: Telia offers entertainment services (HBO, Storytel, Spotify), Telenor productivity
services (cloud storage, Office 365), TDC leisure services (TV-streaming), 3 offers Netflix with its larger data
bundles
Denmark
Prices have stabilized with an increase of data allowance. ARPU
increase due to consumers exceeding their data package
Established MNOs compete through main brands, but also through
low cost second brands - Sosh for Orange, Red for SFR, B&You for
Bouygues - while Free focuses on a unique value-for-money plan
including unlimited voice and 50GB of 4G data (but only 3GB on 3G)
Value added services are widely included: music, TV, cloud
storage, international roaming, Wifi hotspot, etc.
UK
The acquisition of O2 Ireland by 3 significantly increasing 3’s market share
Tariff prices have marginally increased in the ‘‘data only’’ market, while pricing
per GB increased for unlimited voice + data plans. 3G tariffs remain
widespread in the ‘‘data only’’ market
Differentiation between operators is mostly evident for tariffs that
include low data bundles Ireland
France
Generalized increase in the size of data allowances, paired with an increase in prices, with
the exception of Yoigo that presents an aggressive low-price strategy
Vodafone offering (premium player) covers all user profiles, from light to heavy users
In stand-alone mobile price plans, all competitors, except Yoigo, have started to use value
added services (cloud, content) as differentiator; roaming starts to be a factor in high-end
price plans
Spain
Source: Arthur D. Little Analysis
Netherlands
Reduced number of MNOs from 4 to 3 (O2 merged with E-Plus) may lead to
competitive implications
The offer of ‘‘Data only’’ tariffs remained fairly static, whereas with respect to ‘‘unlimited
voice + data’’ plans, most operators increased data allowances or slightly decreased
prices
Value added services: Vodafone & E-Plus offer Music & Cloud; O2 integrated landline
service and additional sim card(s) for free, whereas T-Mobile includes (in some plans)
VoIP and a Hotspot-Flat
Premium strategy for A1, competitive strategy for T-Mobile and 3 Austria.
Three with low prices
Value added services: A1: cloud and additional sim card for free; T-Mobile:
new device every year at cost of EUR 4,99 per month; Three: unused data can
be taken into the following months and roaming units include whole Europe
(instead of EU)
No “3G only” tariffs available on ‘‘data only’’ and very few ‘‘voice+data’’
Little price differentiation between operators across both the “voice + data” and “data
only” markets
Value added services differentiation: O2 and Vodafone in particular are the most
attractive (O2 priority moments application, Vodafone entertainment offerings)
LTE tariffs almost completely replaced the ‘‘3G only’’ equivalents. Signficant decrease in prices
in parallel with an increase in data allowance by operators (mainly for ‘‘data only’’)
Tele2 entered the LTE market with a no frills, aggressive pricing strategy. While KPN, T-Mobile
and Vodafone are the incumbents.
KPN provides the most attractive Value Added Services (Entertainment, Spotify, WiFi
hotsposts, etc.). Tele2 includes very limited value added services within its offer
14 Tariff Plans Benchmarking – 2H15
Overview of Analyzed Markets, by Region (2/3)
2 Executive Summary
Main considerations on Offers - ADL Benchmark – USA
Source: Arthur D. Little Analysis
USA
Clear positioning by all MNOs in
‘‘unlimited voice+data’’ tariffs - with At&t
and Verizon offering premium pricing
and focusing on family share plans -
while T-Mobile and Sprint compete
through a value-for-money proposition
including plans with unlimited data
Fairly homogenous positioning for most
MNOs in ‘‘data only’’ tariffs, with the
exception of T-Mobile’s new aggressive
and innovative strategy (doubled data
bundles and launched zero-rating video
streaming on major content providers)
Remarkable overall advancement in
Value Added Services, with MNOs
integrating their offers with: cloud
storage, proprietary hotspots, Wifi calling
and international connectivity (data,
voice and SMS) but also several
entertainment and music related services
15 Tariff Plans Benchmarking – 2H15
Overview of Analyzed Markets, by Region (3/3)
2 Executive Summary
Main considerations on Offers - ADL Benchmark – Middle East
Source: Arthur D. Little Analysis
Low level of competition due to the presence of only 2 operators in the market
Highly static tariff landscape with no significant differentiation between operators or across
semesters
Future pricing and differentiation are expected to be driven by advanced network services
and VAS
Oman
UAE
KSA
Kuwait Qatar Bahrain
No full-fledged competition results in operators’ plans mostly
matching in terms of pricing and data allowances
Decreasing pricing trend despite tariffs remaining high
LTE currently advertised only with data plans (du: only highest
capacity data plan). No 3G vs LTE differentiation (Etisalat)
Shared data packages available (monetization is through monthly
charges for extra SIMs)
Prices may decrease due to MNP made available in 2014, with
both operators stepping up their marketing activities
Dynamic tariff landscape
Pricing is comparatively very high with respect to other countries
Simple offer strategy (Ooredoo) vs diversified offer strategy
(Vodafone - entertainment products included in offers)
VIP services and priority customer service provided by both
Ooredoo and Vodafone
Wide offering from the 3 service providers in terms of data allowances
MNOs competition resulting in pricing standing at the low end of the GCC region
Competition is expected to increase after the launch of 3 MVNOs
Future pricing is expected to be driven by new network and VAS services (e.g.
Zain capitalizing on LTE, unlimited Youtube, etc.)
In spite of being an example of 3 MNOs Middle Eastern market, the
higher level of competition is not shown to have a strong diminishing
effect on pricing , which is similarly high as in other Middle Eastern
markets with 2 players
Widely differentiated market for ‘’data only’’ tariffs, with small allowances,
often prepaid, available for on-the-go use and larger allowances available
for at-home use
Very high voice+data tariffs with respect to other markets, highly voice
driven, with all MNOs demanding a significant price premium for unlimited
local minutes, and relatively low premiums for large data allowances
Market rapidly moving towards high-value wireless and wireline data services, supported by the
launch of LTE
Low level of strategy differentiation between the players – not in terms of offer nor in terms of
pricing
Large broadband allowances offered as share plans for both home and ‘’on the go’’ use
Limited differentiation based on 3G / LTE
16 Tariff Plans Benchmarking – 2H15
Undervalued by
> 50%
25-50%
10-25%
Overvalued by
10-25%
25-50%
>50%
+ / - 10% Bahrain
Iran
Saudi- Arabia
Oman
Kuwait
United Arab Emirates
Ireland UK
France
Spain Italy
Germany
Denmark
Sweden
Austria
United States Europe Middle East
The Big Mac Adjusted Index: Countries analysis versus Euro (%)1
United States
Qatar
Wireless Penetration Rate (%) (2) The Big Mac Adjusted Index (%) (1)
Source: 1) The Economist (Selected Base Currency: EUR - July 2015); 2) Merrill Lynch Bank of America Global Wireless Matrix 2Q15, Arthur D. Little Analysis
Top 2 Operators Market Share (%) (2)
-20 -15 -10 -5 0 5 10 15
Spain France
UK
USA Euro Area
KSA Germany
Ireland
Denmark
Netherlands Austria
Sweden Italy
% 0 80 40 60 20 180 160 140 120 100
Spain
Italy
Ireland
UK
Sweden
France
KSA Germany
Austria
Denmark
Netherlands
Euro Area USA
% 0 10 20 30 40 50 60 70 80 90
Denmark
Euro Area KSA
Germany Ireland
Netherlands Austria
Italy Sweden
Spain France
UK
USA
%
2 Executive Summary – Purchasing power comparison among analyzed countries
Wireless penetration rates and top 2 MNOs’ market concentrations are similar for analyzed
countries, the Big Mac Adjusted indicator, however, varies largely among different markets
Nether-lands
17 Tariff Plans Benchmarking – 2H15
10 20 30 40 50 60 70 80 90 100 110 120 130 140 150
0 €
2 €
4 €
6 €
8 €
10 €
12 €
14 €
16 €
18 €
20 €
0 1 2 3 4 5 6 7 8 9 10
Source: Arthur D. Little Analysis
2 Executive Summary - Average GB Size and Price: Country comparison
DATA: average GB bundle size and average adjusted price/GB for LTE tariffs, by country and
GB allowance segment
USA
North America
Austria
Denmark
France
Germany
Ireland
Italy
Spain
Sweden
UK
Western Europe
KSA
Middle East
Note: for Bahrain,
Kuwait, Oman, Qatar
and UAE Big Mac
index is unavailable.
Methodology:
Flag position on the x axis is given by the average GB size of plans offered, within
each GB allowance, in a given country
Flag position on the y axis is given by the Adjusted average €/GB for those countries
and segments (actual price corrected by the Big Mac index Euro adj valuation)
Theoretical €/GB curve - regression on EU observations - for the average GB size of
plans offered within a given country and GB allowance segment
<=2 GB 2-5 GB 5-10 GB > 10 GB
Main considerations on Offers - ADL Benchmark Adj.
€/GB
Avg.
GB by
seg-
ment
18 Tariff Plans Benchmarking – 2H15
10 15 20 25 30 35 40 45 50
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
0 1 2 3 4 5 6 7 8 9 10
Source: Arthur D. Little Analysis
2 Executive Summary - Average GB Size and Price: Country comparison
VOICE + DATA: average GB bundle size and average adjusted price/GB for LTE tariffs, by
country and GB allowance segment
<=2 GB 2-5 GB 5-10 GB > 10 GB
Main considerations on Offers - ADL Benchmark Adj.
€/GB
Avg.
GB by
seg-
ment
1000
USA
North America
Austria
Denmark
France
Germany
Ireland
Italy
Spain
Sweden
UK
Western Europe
KSA
Middle East
Note: for Bahrain,
Kuwait, Oman, Qatar
and UAE Big Mac
index is unavailable.
Methodology:
Flag position on the x axis is given by the average GB size of plans offered, within
each GB allowance, in a given country
Flag position on the y axis is given by the Adjusted average €/GB for those countries
and segments (actual price corrected by the Big Mac index Euro adj valuation)
Theoretical €/GB curve - regression on EU observations - for the average GB size of
plans offered within a given country and GB allowance segment
19 Tariff Plans Benchmarking – 2H15
2 Executive Summary - Average GB Price: Country comparison
Percentage evolution in country average price per GB for LTE plans, keeps showing a
generalized price reduction trend for both data and voice + data plans
Legend: Cells are filled in white when no data was available or no changes were found between 2H 2014 and 2H 2015 Cells are highlighted in red when average price/GB ratio decreased between 2H 2014 and 2H 2015 Cells are highlighted in green when average price/GB ratio increased between 2H 2014 and 2H 2015
Out of the 78 cases of GB allowance segments that underwent changes in price per GB, 77% (i.e. 60)
experienced price reductions, while only 23% (i.e. 18) experienced price increases
<= 2
GB
2–5
GB
5–10
GB
> 10
GB
DATA
VOICE
+
DATA
<= 2
GB
2–5
GB
5–10
GB
> 10
GB
-25.0%
-7.1%
-28.5%
-19.1%
-14.9%
-32.2%
-9.8%
-29.9%
-37.2%
-20.9%
-22.3%
-4.9%
-2.8%
24.1%
0.0%
-4.8%
-18.6%
-14.2%
5.0%
-2.3%
-34.0%
-25.7%
-38.4%
-28.0%
-9.9%
-17.4%
-22.0%
-14.8%
-38.7%
-42.8%
-18.9%
-6.5%
-14.4%
0.0%
-10.9%
-5.3%
-2.9%
-11.4%
-15.4%
-15.5%
-2.7%
-2.6%
-17.6%
0.0%
17.9%
-34.8%
-42.1%
-46.7%
-12.0%
-1.0%
-20.6%
3.2%
-3.3%
-4.4%
-12.6%
0.0%
-5.8% 0.0%
0.0%
-10.1%
-21.2%
-9.6%
4.2%
0.0%
-15.9%
-14.3%
-31.2%
0.0%
0.0%
0.0%
-11.4%
0.0%
0.0%
0.0%
-10.4%
-22.0%
50.0% 0.9%
14.8%
2.7%
12.6%
4.9%
26.2%
8.6%
82.0%
19.2% 2.1%
4.8%
8.8%
-10.1%
-20.1%
LTE plans average price/GB evolution 2H14 - 2H15
20 Tariff Plans Benchmarking – 2H15
2 Executive Summary - Average GB Size and Price: Country comparison
Both LTE data and LTE voice + data plans keep showing a generalized increasing trend in
average allowance size, paired with a decreasing trend in average price per GB
Legend: Cells are filled in white when no data was available or no changes were found between 2H 2014 and 2H 2015 Cells are highlighted in red when average ratio decreased between 2H 2014 and 2H 2015 Cells are highlighted in green when average ratio increased between 2H 2014 and 2H 2015
Between 2H14 and 2H15, average GB bundles increased for 14 out of 16 data markets and 13 out of 15
voice+data markets, price per GB decreased for most data markets and for every voice + data market
LTE plans average GB size and average price/GB evolution 2H14 - 2H15
Avg.
GB
bundle
DATA
Avg.
€/GB
ratio
55% 7% 5% -5% 130% 2% 8% 133% 7% 8% -4% 8% 152% 34% 43% 15%
-33% -16% 5% 8% -9% -13% -5% -40% -4% -7% -20% -12% -58% -5% -6% -20%
Avg.
GB
bundle VOICE
+
DATA Avg.
€/GB
ratio
53% 33% 49% 13% 17% 71% 50% 99% 44% -13% -19% 118% 33% 43% 41%
-17% -35% -2% -21% -38% -35% -37% -42% -31% -22% -8% -24% -36% -23% -31%
21 Tariff Plans Benchmarking – 2H15
2 Executive Summary - Trends in 4 to 3 MNO Markets – Focus on Ireland
After completion of the March 2015 merger between 3 Ireland and O2, with Ireland becoming a
3 players market, we observed increases in €/GB pricing in the <=2GB allowance segments
Legend: Cells are filled in white when no data was available or no changes were found between 2H 2014 and 2H 2015 Cells are highlighted in red when average ratio decreased between 2H 2014 and 2H 2015 Cells are highlighted in green when average ratio increased between 2H 2014 and 2H 2015
LTE plans average GB size and average price/GB evolution 2H14 - 2H15
DATA VOICE + DATA
<= 2
GB
2–5
GB
5–10
GB
> 10
GB
Avg. GB Avg. €/GB Main Drivers
-33% 82%
N/A N/A
7% 19%
106% -11%
Introduction of a new 1GB LTE
plan by 3 Ireland - higher priced
than its 3G equivalent
No changes as 2-5 GB plans
were only offered in 2015
Dismission by Meteor (#3 MNO)
of its 6GB plan, in favour of
pricier plans in the segment
Introduction of two exceptionally
large plans (100 and 250GB) by
3 Ireland in this otherwise stable
segment in terms of pricing
Avg. GB Avg. €/GB Main Drivers
-25% 24%
N/A N/A
0% 0%
0% -5%
Meteor dismissed its 1GB plan
and Vodafone enlarged its 2GB
plan, leaving only higher priced
tariffs in the entry level segment
No changes as 2-5 GB plans
were only offered in 2015
No changes as only one 7.5GB
plan by Meteor keeps is
included in the segment
Slight price decrease by Meteor
(#3 MNO) on its top tariff
22 Tariff Plans Benchmarking – 2H15
Agenda
Tariff Plans Benchmarking for Voice and Mobile Broadband Services
1 Context & Methodology
2 Executive Summary
2.1 Main results per Country per MNO
2.2 Main results per Country per TLC Group
3 Tariff Benchmarking per Country
23 Tariff Plans Benchmarking – 2H15
2 Executive Summary – Average GB Price: Country comparison
Average GB Price per country and operator: Data Plans (1/4)
Euro/GB <= 2 GB Plans 2-5 GB Plans 5-10 GB Plans > 10 GB Plans
Average Average Average Average
Average Average Average Average
Average Average Average Average
Average Average Average Average
Average Average Average Average Austria
Denmark
France
Germany
Ireland
LTE 3G
20,0
20,0
24 Tariff Plans Benchmarking – 2H15
2 Executive Summary – Average GB Price: Country comparison
Average GB Price per country and operator: Data Plans (2/4)
Euro/GB <= 2 GB Plans 2-5 GB Plans 5-10 GB Plans > 10 GB Plans
Average Average Average Average
Average Average Average Average
Average Average Average Average
Average Average Average Average
Italy
Spain
Sweden
UK
LTE 3G
Netherlands Average Average Average Average
25 Tariff Plans Benchmarking – 2H15
2 Executive Summary – Average GB Price: Country comparison
Average GB Price per country and operator: Data Plans (3/4)
Euro/GB <= 2 GB Plans 2-5 GB Plans 5-10 GB Plans > 10 GB Plans
Average Average Average Average
Average Average Average Average
Average Average Average Average
Average Average Average Average Bahrain
KSA
Kuwait
Oman
Average Average Average Average Qatar
LTE 3G
26 Tariff Plans Benchmarking – 2H15
2 Executive Summary – Average GB Price: Country comparison
Average GB Price per country and operator: Data Plans (4/4) LTE 3G
Average Average Average Average
Euro/GB <= 2 GB Plans 2-5 GB Plans 5-10 GB Plans > 10 GB Plans
USA
Average Average Average Average
Euro/GB <= 2 GB Plans 2-5 GB Plans 5-10 GB Plans > 10 GB Plans
Average Average Average Average 18,9
18,9
UAE
19,0
27 Tariff Plans Benchmarking – 2H15
2 Executive Summary – Average GB Price: Country comparison
Average GB Price per country and operator: Voice + Data Plans (1/4)
Euro/GB <= 2 GB Plans 2-5 GB Plans 5-10 GB Plans > 10 GB Plans
Average Average Average Average
Average Average Average Average
Average Average Average Average
Average Average Average Average
Average Average Average Average Austria
Denmark
France
Germany
Ireland
LTE 3G
28 Tariff Plans Benchmarking – 2H15
2 Executive Summary – Average GB Price: Country comparison
Average GB Price per country and operator: Voice + Data Plans (2/4)
Euro/GB <= 2 GB Plans 2-5 GB Plans 5-10 GB Plans > 10 GB Plans
Average Average Average Average
Average Average Average Average
Average Average Average Average
Average Average Average Average
Italy
Spain
Sweden
UK
LTE 3G
Netherlands Average Average Average Average
29 Tariff Plans Benchmarking – 2H15
2 Executive Summary – Average GB Price: Country comparison
Average GB Price per country and operator: Voice + Data Plans (3/4)
Euro/GB <= 2 GB Plans 2-5 GB Plans 5-10 GB Plans > 10 GB Plans
Average Average Average Average
Average Average Average Average
Average Average Average Average
Average Average Average Average Bahrain
KSA
Kuwait
Oman
Average Average Average Average Qatar
LTE 3G
53,3
49,2
61,5
30 Tariff Plans Benchmarking – 2H15
2 Executive Summary – Average GB Price: Country comparison
Average GB Price per country and operator: Voice + Data Plans (4/4) LTE 3G
Average Average Average Average
Euro/GB <= 2 GB Plans 2-5 GB Plans 5-10 GB Plans > 10 GB Plans
USA
Average Average Average Average
Euro/GB <= 2 GB Plans 2-5 GB Plans 5-10 GB Plans > 10 GB Plans
Average Average Average Average UAE
42,5
31 Tariff Plans Benchmarking – 2H15
Agenda
Tariff Plans Benchmarking for Voice and Mobile Broadband Services
1 Context & Methodology
2 Executive Summary
2.1 Main results per Country per MNO
2.2 Main results per Country per TLC Group
3 Tariff Benchmarking per Country
32 Tariff Plans Benchmarking – 2H15
LTE BENCHMARK: Data plans pricing strategies (Price per GB vs country average)
2 Executive Summary - Average GB Price: Main MNO Groups, International Comparison
Dec ‘14
Dec ‘15 EE TMobile TMobile TMobile O2 Movistar O2
2-5 GB
Plans
5-10 GB
Plans
> 10 GB
Plans
Note: the y axis depicts the % difference of operator’s vs. market’s average Price/GB
this is by country and by GB allowance segment (<=2GB / 2-5GB / 5-10GB / >10GB)
Vodafone keeps a premium positioning across most market segments, while Three operates quite consistently as a price leader
<= 2 GB
Plans
5% 16%
-10%
0% 7%
-3%
29%
2%
-1%
0% 4% 20% 20% 17%
-21% -19% -22%
8% 0%
-47%
20%
-40% -23%
-2% -11%
5%
6% 2% 0%
24%
0% -14%
7% 0% 8%
-10% -27%
-7%
-43%
0%
29%
-19%
- 0,23
19%
0%
-5%
13% 1%
4%
-1%
3% 9% 0% 0% 18%
-6% -24%
0% 0%
-8%
4%
-6%
18% 18%
-1%
-26%
21% 4% 8% 3%
-9%
30% 52% 46%
17% 0%
-2% -1%
1%
36%
-27% -37%
1%
-37% -26%
-63%
-10%
-48%
18%
-1%
28% 38% 29% 29% 25% 14% 35% 12% 14% 13% 31% 31% 34% 16% 32% 37% 31% Market
% (sub.)
33 Tariff Plans Benchmarking – 2H15
28% 38% 29% 29% 25% 14% 35% 12% 14% 13% 31% 31% 34% 16% 32% 37% 31%
LTE BENCHMARK: Voice + Data plans pricing strategies (Price per GB vs country average)
2 Executive Summary - Average GB Price: Main MNO Groups, International Comparison
Dec ‘14
Dec ‘15 EE TMobile TMobile TMobile O2 Movistar O2
Note: the y axis depicts the % difference of operator’s vs. market’s average Price/GB
this is by country and by GB allowance segment (<=2GB / 2-5GB / 5-10GB / >10GB)
Vodafone keeps a premium positioning across most market segments, while Three operates quite consistently as a price leader
-12% -2%
36% 23%
-23%
0%
-21%
5%
-8%
1% 11%
0%
-40%
0% -15%
-5%
-29% -38%
13% 8% 28%
10%
-19%
0% 15%
-23% -6%
0% 13%
-31%
1%
-9%
9% 4%
-9%
6%
32%
7% 19%
-4%
19% 36%
-6%
12%
-16% -8%
4%
-49%
-6%
1% 0% 13%
2%
34% 23%
-20%
0% 15%
-6% -17%
0%
-18%
1% 0% 0%
-1%
22% 12% 30% 39%
18% 9%
2%
-18%
-11%
7%
-5% -12%
-1% -7% -6% -16%
2-5 GB
Plans
5-10 GB
Plans
> 10 GB
Plans
<= 2 GB
Plans
Market
% (sub.)
34 Tariff Plans Benchmarking – 2H15
Agenda
1 Context & Methodology
2 Executive Summary
3 Tariff Benchmarking per Country
35 Tariff Plans Benchmarking – 2H15
3 Key
Key
The following slides show competitors positioning in terms of data allowance,
tariff price and price per GB
Key:
Actual LTE Tariff
Call Out Additional Information
In both «Plans distribution by Price and GB included” and “Plans distribution by
Price per GB and GB included” scatterplots there are two trend lines (of current
and 2H14 analysis):
• both regressions curves are exponential in order to ensure better data
interpolation
• for each curve, R-squared is indicated.
Unlimited data allowance plans have not been included in GB price averages.
All prices are expressed in euro (x-rates reported in the last slide). Historical
currency values (1H14 and 2H14 editions) are normalized with respect to
current exchange rates used in this edition.
Understanding Country’s graphs analysis details
2H15 Tariffs no longer on the market
Tariff shifts
Actual 3G Tariff
65% 150% 20%
Adjusted
Big Mac Index
(Eur)
Top 2 MNOs
market share Mobile penetration
2H13 2H14 2H15
4G 6.6
3G 13.3
4G 13.3
3G
4G 6.6
3G
4G 9.2 9.2 4.0
3G
4G 9.7 9.2 5.3
3G 13.3Average
Operator 2H13 2H14 2H15
4G 5.8 4.4 2.7
3G
4G 3.7 3.7 2.7
3G
4G 2.7 2.7
3G
4G 2.7 2.9
3G
4G 4.7 3.4 2.7
3GAverage
Operator 2H13 2H14 2H15
4G 2.7 2.0
3G
4G
3G
4G 2.7
3G
4G 1.7 1.7 1.7
3G
4G 2.4 1.9 1.7
3GAverage
Operator 2H13 2H14 2H15
4G 0.5 0.7
3G
4G 1.3 1.3 1.0
3G
4G 0.3 0.6 0.5
3G
4G 0.4 0.4 0.2
3G
4G 0.6 0.7 0.6
3GAverage
Operator
R² = 0.9852R² = 0.9857
0 €
2 €
4 €
6 €
8 €
10 €
12 €
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50
3 Denmark Telia Telenor TDC
Plans distribution by Price per GB and GB included Analyzed Plans
Eu
ro/G
B
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans2-5 GB Plans
1 1
1
1
3
2
2
1 1
1
3
3
4
555-10 GB
2-5 GB>10 GB
<=2 GB3G
LTE
Dec’14
Oct’15
Postpaid
Prepaid
Old offer
New offer
GB
€/GB
500300200100
Telenor
Price/GB at market
average, shift from ‘14
Denmark Market
Average prices per GB in the Danish
market have fallen across all bundle
sizes since Dec ‘14
R² = 0.922
R² = 0.9395
0 €
10 €
20 €
30 €
40 €
50 €
60 €
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50
3 Denmark Telia Telenor TDC
Value for Price Strategy
• 1 month retention SIM Only offers shown (30 days contract)
• Offers relatively large data allowancesat competitive pricing
• Has either increased data allowance or reduced prices for several contracts since ’14
• Value added services by offering Netflix
Competitive Price Strategy• 6 month retention SIM Only offers
shown (30 days contract)• Data allowances increased while pricing
has not changed• Value added services by offering cloud
storage, e-books and music streaming
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Premium Price Strategy
• 6 month retention SIM Only offers shown (30 days contract)
• Plan pricing has decreased while data allowances remain steady
• Offers family packages which reduce price and also include Office 365 including OneDrive
Competitive Price Strategy
• 1 month retention SIM Only offers
shown (30 days contract)
• 20GB increased data allowance to 30GB
• Only provider to offer 500GB contract
without minimum retention time
• Value added services by offering
Spotify, HBO Nordic and Telia-TV
‘14
22% 23%
‘15 ‘14
18% 19%
‘15‘ ‘ ‘
Dec’14Oct’15 Postpaid Prepaid Old offer3GLTE New offer
GB
Plan Price
‘14 ‘15‘
37% 34%
‘14 ‘15
14%13%
‘
500300200100
Telia
Keeps offering the largest
bundle (500GB) at only a
slightly higher price then
competitor’s 200GB plans
Three
Consistenly positioned as
the market’s price leader
Denmark Market
Characterised by two different kinds of offers:
Small-to-middle bundles for ‘’on the go use’’
and very large bundles for ‘’home use’’TDC
Data allowances have
increased while pricing
remained steady
Telenor
Have lowered prices and
moved closer to competitors
36 Tariff Plans Benchmarking – 2H15
Agenda
1 Context & Methodology
2 Executive Summary
3 Tariff Benchmarking per Country
3.1 Western Europe
3.2 North America
3.3 Middle East
37 Tariff Plans Benchmarking – 2H15
3 Austria - Country Summary
Austria
Market penetration of mobile broadband reached 67% as of December 2014 (EU average: 72%), while Austria’s LTE broadband
coverage, since 2013, increased from 35% to 60% (EU December 2014: 79%)
Premium strategy for A1, competitive strategy for T-Mobile and 3 Austria. Three is being very innovative (e.g. possibility to take
unused Data into the following months) with low prices
Different strategies on value added services: A1: cloud and additional sim card for free; T-Mobile: includes roaming service within
its voice + data plans; Three: unused data can be used in the following months and roaming units include the whole Europe
(instead of EU)
-16.72
EUR Adjusted
Big Mac Index
MNOs market
share (15e)
Mobile
penetration Population
151%
8.5M
Source: Merrill Lynch Global Wireless Matrix, Arthur D. Little Analysis
28%
41%
31%
COUNTRY SUMMARY: main indicators of the country
Eu
ro/G
B
1,7 1,0
1,5
2-5 GB
5-10 GB
<= 2GB
1,7 > 10 GB
2H14 2H13 2H15
DATA PLANS (average) VOICE + DATA PLANS (average)
LTE 3G LTE 3G
2,6 2,3 2,3
5,0 5,0 5,0
1,5 1,1
0,7
1,6 1,9
1,5
7,0 5-10 GB
2,5 > 10 GB
7,1 6,6
2-5 GB 11,0 8,2
<= 2GB 11,5
28,9
13,0
7,5
11,6
38 Tariff Plans Benchmarking – 2H15
100 60
R² = 0.862
R² = 0.8246
0 €
10 €
20 €
30 €
40 €
50 €
60 €
70 €
0 5 10 15 20 25 30 35 40
3 Austria 3G A1 T-Mobile
DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Austria - Data Plans
Sample: T-Mobile, 3 Austria, A1
*Source: Merrill Lynch Global Wireless Matrix
-16.79 72%
Plans distribution by Price and GB included
GB
Plan Price
Str
ate
gy o
utl
ine
Competitive offers (cheap prices and innovative offers) 3G in the low-medium allowance (1 or 9 GB) Unlimited bundles with 4G except of one
discount offer with only 3G Unlimited plans in combination with a device
and therefore 24 months retention, but also as prepaid plan (slightly more expensive and less data speed)
Tiered max. speed up to 150 Mbps Includes 3Mobile TV station (6 Channels)
Premium price market leader. Provides the
fastest max. high-speed, but less data than the
competitors
Tiered max. speed up to 300 Mbps
Offers new plans up to 100 GB, but no
unlimited high-speed data
Some plans include Internet Security
Offers no Prepaid plans
Additional fee for upgrade to up to 300 Mbps
Competitive offers below market leader
Tiered max. speed up to 150 Mbps
Prepaid plans with new max. speed (10 Mbps)
Also Offers plans with unlimited data and only
differentiate by the speed of down- and upload.
But these plans only in combination with a device
‘14
42% 41%
‘15 ‘14 ‘15
28% 27%
Unlimited
153%
‘14
31% 30%
‘15
3 Austria
Unlimited data allowance
at different max speed (10
or 30 Mbps) for Prepaid.
Faster unlimited postpaid
plans available, but only in
combination with a device
3 Austria
Included Data
changed from 6
GB to 9 GB
T Mobile
Max. prepaid speed changed from 3,6 Mbps to 10 Mbps
A1
This plan costs more,
because it includes data
speed up to 300 Mbps
A1
Only small
plan with
<35 GB
Austria Market
A1 focuses on the premium price market with
big data bundles, whereas T-Mobile and 3
concentrate on small data allowances
T Mobile
Change in strategy. Now there is only one postpaid
data plan (compared to 3 plans in 2014H1)
MNO market share
All providers charge a ~ 20 EUR
service fee per year in their
postpaid plans
A1
Launched new plans up to
100 GB and replaced the
old ones (only up to 35 GB)
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
39 Tariff Plans Benchmarking – 2H15
2H13 2H14 2H15
4G
3G 2.0 2.0
4G 1.5
3G 1.0 2.0 1.5
4G
3G 1.8 1.8 1.5
4G 1.5
3G 1.6 1.9 1.5Average
Operator 2H13 2H14 2H15
4G 1.7 1.7 0.9
3G 1.5 1.5 0.5
4G 1.6 1.4
3G
4G
3G 0.8 0.9
4G 1.7 1.7 1.0
3G 1.5 1.1 0.7
Operator
Average
2H13 2H14 2H15
4G
3G
4G
3G 5.0
4G
3G 5.0 5.0 5.0
4G
3G 5.0 5.0 5.0Average
Operator 2H13 2H14 2H15
4G
3G 2.6 2.6 2.6
4G
3G 2.0 2.0
4G
3G
4G
3G 2.6 2.3 2.3Average
Operator
DATA PLANS: Price per GB analysis
3 Austria - Data Plans
Sample: T-Mobile, 3 Austria, A1
Plans distribution by Price per GB and GB included Analyzed Plans
Eu
ro/G
B
GB
€/GB
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
Unlimited
2
241
4
211
8
4
5
>10 GB
<=2 GB
2-5 GB
5-10 GB
153%
R² = 0.6684
R² = 0.8369 0 €
1 €
2 €
3 €
4 €
5 €
6 €
7 €
0 5 10 15 20 25 30 35 40
3 Austria A1 T-Mobile
100 60
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
-16.79 72%
153%
40 Tariff Plans Benchmarking – 2H15
R² = 0.739
R² = 0.8779
0 €
10 €
20 €
30 €
40 €
50 €
60 €
70 €
80 €
90 €
100 €
0 1 2 3 4 5 6 7 8 9 10
3 Austria A1 T-Mobile
T Mobile
Included data changed from 1 to 2 GB and from 3 to 4 GB
T Mobile is the only one who offers
4G data speed in its plans for less
than 40 EUR
VOICE + DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Austria - Voice + Data Plans
Sample: T-Mobile, 3 Austria, A1
*Source: Merrill Lynch Global Wireless Matrix
Plans distribution by Price and GB included
GB
Plan Price
Str
ate
gy o
utl
ine
Price leadership strategy with offers up to 6 GB including 4G Tiered max. speed up to 150 Mbps Includes 1 month Spotify and 2 GB Dropbox Very attractive roaming packages with up to
600 min to and within Europe/Unlimited SMS to Europe and 250 MB data in Europe (all not EU)
Offers cheaper plans with less data, but no unlimited voice min/SMS (up to 3000 units)
Unused Data can be taken into the following months
Premium price strategy based on incremental data offers mostly including 4G: Lower prices for landline services customers
Tiered max. speed up to 300 Mbps 5/50/100GB Dropbox storage according to plan Also up to 2 extra sim cards (for data usage at
another device) included according to plan Up to 300 voice minutes/SMS/MB to and within
EU according to plan Special plan for under 26 A1 Visa Card for free (including theft insurance)
Value-for-money strategy with offers up to 6 GB
including 4G, but more expensive than 3 Austria
Tiered max. speed up to 150 Mbps
JUHU! – for 4,99€/month you get a new device
every 12 month
Up to 200 voice minutes/SMS/MB to and within
EU according to plan
Top plan includes minutes to Turkey, Serbia and
Bosnia-Herzegovina
Many additional packages (insurance, etc.)
‘14
42% 41%
‘15 ‘14 ‘15
28% 27%
‘14
31% 30%
‘15
GB 30
All providers charge a ~ 20 EUR
service fee per year in their
postpaid plans
Austria Market
A1 only provider offering big data bundles. T-Mobile and 3
focus on smaller data allowances, where as 3 offers some
plans without unlimited voice min/SMS All 3 MNOs offer a plan with
6GB from 40 (3 Austria) up to
44,90 (A1) EUR/month
3 Austria
Regardless of the net quality,
Three offers the package with the
most abroad units and fastest
data speed
A1
Increased data allowances across most tariffs:
from 1 to 3 GB, 3 to 6 GB and from 5 to 10 GB
A1
Only provider which offers
more than 6 GB in its plans.
A1 offers a plan up to 30 GB.
MNO market share
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
-16.79 72%
153%
41 Tariff Plans Benchmarking – 2H15
2H13 2H14 2H15
4G
3G 34.9
4G 11.5
3G 23.0
4G
3G
4G 11.5
3G 28.9Average
Operator
3 1
1
1
1
1
1
3
5
2H13 2H14 2H15
4G
3G 13.0 11.6
4G 11.0 8.2
3G
4G
3G
4G 11.0 8.2
3G 13.0 11.6Average
Operator 2H13 2H14 2H15
4G 7.0 7.0 6.2
3G 7.5
4G 7.2 7.2
3G
4G 6.7
3G
4G 7.0 7.1 6.6
3G 7.5Average
Operator 2H13 2H14 2H15
4G 2.5
3G
4G
3G
4G
3G
4G 2.5
3GAverage
Operator
R² = 0.9027
R² = 0.918
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
0 1 2 3 4 5 6 7 8 9 10
3 Austria A1 T-Mobile
VOICE + DATA PLANS: Price per GB analysis
3 Austria - Voice + Data Plans
Sample: T-Mobile, 3 Austria, A1
Plans distribution by Price per GB and GB included Analyzed Plans
GB
€/GB
30
Eu
ro/G
B
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
<=2 GB
2-5 GB
5-10 GB
>10 GB
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
-16.79 72%
153%
42 Tariff Plans Benchmarking – 2H15
3 Denmark - Country Summary
Denmark
Mobile broadband rates in Denmark are much higher than the EU average: mobile broadband penetration of 116% (vs. 72% EU
average), LTE coverage of 99% (vs. 79% of EU average)
Converging pricing and data allowances for most contracts
Strong demand for data usage by customers - both at home and on-the-move
Value added services: Telia offers entertainment services (HBO, Storytel, Spotify), Telenor productivity services (cloud storage,
Office 365), TDC leisure services (TV-streaming), 3 offers Netflix with its larger data bundles
5.95
EUR Adjusted
Big Mac Index
MNOs market
share (’15e)
Mobile
penetration Population
148%
6M
COUNTRY SUMMARY: main indicators of the country
23% 34%
14% 19%
Eu
ro/G
B
> 10 GB 0,6 0,7 0,6
5-10 GB 2,4
9,7
3,4 2-5 GB 4,7
1,7
5,3
2,7
9,2
1,9
<= 2GB
2H13 2H14 2H15
DATA PLANS (average) VOICE + DATA PLANS (average)
LTE 3G LTE 3G
Source: Merrill Lynch Global Wireless Matrix, Arthur D. Little Analysis
13,3
10,0
3,3
24,0
5,1
14,0
6,3 5,2
2-5 GB
3,3
<= 2GB
2,8
1,6 1,1
5-10 GB
1,2 > 10 GB
43 Tariff Plans Benchmarking – 2H15
R² = 0.922
R² = 0.9395
0 €
10 €
20 €
30 €
40 €
50 €
60 €
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50
3 Denmark Telia Telenor TDC
Value for Price Strategy
• 1 month retention SIM Only offers shown (30 days contract)
• Offers relatively large data allowances at competitive pricing
• Has either increased data allowance or reduced prices for several contracts since ’14
• Value added services by offering Netflix
Competitive Price Strategy • 6 month retention SIM Only offers
shown (30 days contract) • Data allowances increased while pricing
has not changed • Value added services by offering cloud
storage, e-books and music streaming
DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Denmark - Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Premium Price Strategy
• 6 month retention SIM Only offers shown (30 days contract)
• Plan pricing has decreased while data allowances remain steady
• Offers family packages which reduce price and also include Office 365 including OneDrive
Competitive Price Strategy
• 1 month retention SIM Only offers
shown (30 days contract)
• 20GB increased data allowance to 30GB
• Only provider to offer 500GB contract
without minimum retention time
• Value added services by offering
Spotify, HBO Nordic and Telia-TV
‘14
22% 23%
‘15 ‘14
18% 19%
‘15 ‘ ‘ ‘
MNO market share
GB
Plan Price
‘14 ‘15 ‘
37% 34%
‘14 ‘15
14% 13%
‘
Sample: 3 Denmark, TDC, Telenor, Telia
61% 5.95
57% 148%
500 300 200 100
Telia
Keeps offering the largest
bundle (500GB) at only a
slightly higher price then
competitor’s 200GB plans
Three
Consistenly positioned as
the market’s price leader
Denmark Market
Characterised by two different kinds of offers:
Small-to-middle bundles for ‘’on the go use’’
and very large bundles for ‘’home use’’ TDC
Data allowances have
increased while pricing
remained steady
Telenor
Have lowered prices and
moved closer to competitors
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
44 Tariff Plans Benchmarking – 2H15
2H13 2H14 2H15
4G 6.6
3G 13.3
4G 13.3
3G
4G 6.6
3G
4G 9.2 9.2 4.0
3G
4G 9.7 9.2 5.3
3G 13.3Average
Operator 2H13 2H14 2H15
4G 5.8 4.4 2.7
3G
4G 3.7 3.7 2.7
3G
4G 2.7 2.7
3G
4G 2.7 2.9
3G
4G 4.7 3.4 2.7
3GAverage
Operator 2H13 2H14 2H15
4G 2.7 2.0
3G
4G
3G
4G 2.7
3G
4G 1.7 1.7 1.7
3G
4G 2.4 1.9 1.7
3GAverage
Operator 2H13 2H14 2H15
4G 0.5 0.7
3G
4G 1.3 1.3 1.0
3G
4G 0.3 0.6 0.5
3G
4G 0.4 0.4 0.2
3G
4G 0.6 0.7 0.6
3GAverage
Operator
R² = 0.9852 R² = 0.9857
0 €
2 €
4 €
6 €
8 €
10 €
12 €
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50
3 Denmark Telia Telenor TDC
DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included Analyzed Plans
3 Denmark - Data Plans E
uro
/GB
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
1 1
1
1
3
2
2
1 1
1
3
3
4
5 5 5-10 GB
2-5 GB >10 GB
<=2 GB
GB
€/GB
500 300
Sample: 3 Denmark, TDC, Telenor, Telia
148%
200 100
Telenor
Price/GB at market
average, shift from ‘14
Denmark Market
Average prices per GB in the Danish
market have fallen across all bundle
sizes since Dec ‘14
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
61% 5.95
57% 148%
45 Tariff Plans Benchmarking – 2H15
VOICE + DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Denmark - Voice + Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Competitive Price Strategy • 6 month retention SIM Only offers
shown (30 days contract) • Increased data allowances or lowered
prices for all contracts • TDC, Telia and Telenor perfectly
overlap on pricing and bundle size for two contracts
• Value added service by offering Cloud Storage, e-books, music and more
Competitive Pricing Strategy
• No retention SIM Only offers shown (30 days contract)
• Increased data allowances and steady pricing for all contracts
• TDC, Telia and Telenor perfectly overlap on pricing and bundle size for two contracts
• Value added service by offering Cloud Storage and Office 365 licenses
Competitive Pricing Strategy
• No retention SIM Only offers shown (30
days contract)
• TDC, Telia and Telenor perfectly
overlap on pricing and bundle size for
two contracts
• Increased data allowances for several
contracts
• Value added service by offering HBO
Nordic, Storytel, Spotify and more
Value for Price Strategy
• No retention SIM Only offers shown (30 days contract)
• Lowest or matching prices for all contracts
• Little change in contracts from ’14
• Value added service by offering Netflix with larger data bundles
MNO market share
GB
Plan Price
100
‘14
22% 23%
‘15 ‘14
18% 19%
‘15 ‘ ‘ ‘ ‘14 ‘15 ‘
37% 34%
‘14 ‘15
14% 13%
‘
Sample: 3 Denmark, TDC, Telenor, Telia
R² = 0.7791
R² = 0.9488
0 €
10 €
20 €
30 €
40 €
50 €
60 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
3 Denmark Telia Telenor TDC
50
Denmark Market
Generalized converging trend in prices and
value added services across all providers
Three
Value for price strategy across all offers although
competitors have significantly reduced the gap
Telenor
Increased data allowances
for all contracts
TDC
Strong price reduction and or
data allowance increases
Telia
50GB plan now offered at the
price of dismissed 20GB plan
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
61% 5.95
57% 148%
46 Tariff Plans Benchmarking – 2H15
R² = 0.9625
R² = 0.9923 0 €
2 €
4 €
6 €
8 €
10 €
12 €
14 €
16 €
18 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
3 Denmark Telia Telenor TDC
2H13 2H14 2H15
4G 26.7 13.3 10.0
3G
4G 24.0
3G
4G
3G
4G 21.3 14.6
3G
4G 24.0 14.0 10.0
3GAverage
Operator 2H13 2H14 2H15
4G 6.7
3G
4G 5.3 8.0 4.8
3G
4G 5.3 5.0
3G
4G 4.8 5.3 5.3
3G
4G 5.2 6.3 5.1
3GAverage
Operator 2H13 2H14 2H15
4G 4.0 3.3
3G
4G 4.0 3.3 2.7
3G
4G 3.3 2.7
3G
4G 2.7 2.7 2.7
3G
4G 3.3 3.3 2.8
3GAverage
Operator 2H13 2H14 2H15
4G 1.3
3G
4G 2.0 2.0 1.3
3G
4G 1.3 1.3 0.7
3G
4G 0.4 2.0 1.5
3G
4G 1.2 1.6 1.1
3GAverage
Operator
VOICE + DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included Analyzed Plans
3 Denmark - Voice + Data Plans E
uro
/GB
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
1 1
2
1 1 1
11 1
2
1
1
3
4 4
3
>10 GB
5-10 GB
2-5 GB
<=2 GB
GB
€/GB
100
Sample: 3 Denmark, TDC, Telenor, Telia
50
Denmark Market
Generalized reduction trend for price/GB
ratio for small bundles, as well as
converging pricing across all carriers,
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
61% 5.95
57% 148%
47 Tariff Plans Benchmarking – 2H15
3 France - Country Summary
France
The rollout of LTE mobile networks started relatively late but has progressed fast (75% LTE coverage vs. 79% EU average as of
December 2014). The mobile broadband penetration is still low compared to EU average (65%% vs. 72% as of December 2014)
Prices have stabilized but MNOs have continued to increase data allowance
MNOs are starting to communicate ARPU increase thanks to 4G due to consumers exceeding their data package
Established MNOs compete through main and low cost second brands - Sosh for Orange, Red for SFR, B&You for Bouygues -
while Free focuses on a single value-for-money plan including unlimited voice and 50GB of 4G data (but only 3GB of 3G data)
Value added services are widely included in most MNOs offers: music, TV, cloud storage, international roaming, Wifi hotspot, etc.
6.54
EUR Adjusted
Big Mac Index
MNOs market
share (’15e)
Mobile
penetration Population
117%
64M
COUNTRY SUMMARY: main indicators of the country
10%
31%
17%
42%
Eu
ro/G
B
> 10 GB 1,4 1,6
2,1
5-10 GB 4,1
3,5 3,2
2-5 GB 6,2
3,0 3,0
<= 2GB 6,5 6,8
2H13 2H14 2H15
DATA PLANS (average) VOICE + DATA PLANS (average)
LTE 3G LTE 3G
Source: Merrill Lynch Global Wireless Matrix, Arthur D. Little Analysis
16,9
> 10 GB 2,4
4,6
9,6 5,5 5-10 GB
1,8
2-5 GB
4,5
9,7 7,1
6,4
<= 2GB 15,5 15,0
22,5
15,0
8,9
48 Tariff Plans Benchmarking – 2H15
Free does not offer Data Plans (only voice
+ data) but theSIM card could also be used
on dongles
R² = 0.8403
R² = 0.7972
0 €
10 €
20 €
30 €
40 €
50 €
60 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32
Bouygues Orange SFR
Mixed strategy
Competitive offers in the small allowances (up to 10 GB)
Above market average for its 15 GB plan (out of scope, however as it has a 12 months
Several services included with the offers (Wifi, cloud storage, TV, etc…)
DATA PLANS: Strategy, prices and GB included in the offers analysis
3 France - Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Sample: Orange, BouyguesTelecom, SFR, Free
*Source: Merrill Lynch Global Wireless Matrix
Premium offers strategy.
Marketing Communication based on network and customer experience
Introduced new 20GB data plan significantly above market average
Several services included with the offers (Wifi, cloud storage, TV, data roaming etc…)
‘13 ‘14
42% 44%
‘ ‘14 ‘15 ‘
8% 10%
73% 6.54
117%
GB
Plan Price
MNO market share
‘14
32% 31%
‘15 ‘
Price leadership strategy:
Competitive price covering larger than market allowances (up to 32 GB)
Offers a Prepaid 6GB at a premium with respect to the postpaid version
Several services included with the offers (Wifi, cloud, TV, data roaming etc…)
TV service offered with zero rating
‘14
17% 17%
‘15 ‘ ‘
Orange
Introduced new 20GB data
plan significantly above market
average pricing
SFR
Discontinued 12GB plan and
introduced 10 and 15GB plans
(with 24 months retention)
Bouygues
Prepaid 6GB is priced
twice as much as the
postpaid version
Bouygues
- Pricing generally below market average
- Offers the largest available ‘’data only’’ bundle
France Market
Quite clear positioning, with:
- Orange above market average
- SFR in line with the market
- Bouygues below the market
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
49 Tariff Plans Benchmarking – 2H15
2H13 2H14 2H15
4G 5.7 3.1 3.1
3G
4G 4.2 2.0
3G
4G 2.5 3.7 3.7
3G
4G
3G
4G 4.1 3.5 3.2
3GAverage
Operator 2H13 2H14 2H15
4G 2.7
3G
4G 2.1 2.7
3G
4G 1.4 1.4 1.4
3G
4G
3G
4G 1.4 1.6 2.1
3GAverage
Operator2H13 2H14 2H15
4G 7.4
3G
4G 5.0 3.0
3G
4G
3G
4G
3G
4G 6.2 3.0
3GAverage
Operator2H13 2H14 2H15
4G 5.0 6.2
3G 16.9
4G 8.0 8.0
3G
4G
3G
4G
3G
4G 6.5 6.8
3G 16.9Average
Operator
2
1
1
1
2
1 1
2
1
4 4 4
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
Eu
ro/G
B
Plans distribution by Price per GB and GB included Analyzed Plans
GB
€/GB 3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
2-5 GB
<=2 GB
>10 GB
5-10 GB
New offer
DATA PLANS: Price per GB analysis
3 France - Data Plans
Sample: Orange, BouyguesTelecom, SFR, Free
R² = 0.8734
R² = 0.7932
0 €
1 €
2 €
3 €
4 €
5 €
6 €
7 €
8 €
9 €
0 5 10 15 20 25 30 35
Bouygues Orange SFR
France Market
Quite clear positioning, with:
- Orange above market average
- SFR in line with the market
- Bouygues below the market
73% 6.54
117%
50 Tariff Plans Benchmarking – 2H15
R² = 0.3959
R² = 0.3222
0 €
10 €
20 €
30 €
40 €
50 €
60 €
70 €
80 €
0 2 4 6 8 10 12 14 16 18 20
Bouygues Free Orange SFR
Orange and SFR
Both evidence a strong price
decrease in their top offers with:
- SFR halving the price
- Orange doubling the allowance
VOICE + DATA PLANS: Strategy, prices and GB included in the offers analysis
3 France - Voice + Data Plans
Plans distribution by Price and GB included
Sample: Orange, BouyguesTelecom, SFR, Free
*Source: Merrill Lynch Global Wireless Matrix
GB
Plan Price
MNO market share
50 40
117%
Best value-for-money strategy : A unique mobile plan including high voice
and data usage that could be used on 3G (3GB) and 4G (50 GB)
No retention plan Several services included (international
roaming, Wifi Hot, etc..), but no content (video, music, games, …)
Premium strategy with Orange brand, value-for-money strategy with Red brand:
• High end offers through the SFR brand (with decreased pricing for large bundles)
• ‘’Low cost’’ offers SIM only without retention through a second brand ‘’Red’’, now even cheaper with 2x data promotion
• Several services included in almost all offers (cloud storage, international roaming, Wifi and one option to select VOD, newspaper, music, etc..) S
trate
gy o
utl
ine
Premium strategy with Orange brand, value-for-money strategy with Sosh brand:
• High end offers through the Orange brand and network (with significantly decreased pricing for large GB bundles)
• ‘’Low cost’’ offers SIM only without retention through a second brand ‘‘Sosh’’
• Several services included in almost all offers (Orange TV, Wifi Hotspots, cloud storage, international roaming etc..)
‘14 ‘14
42% 44%
‘’15 ‘14 ‘15 ‘
8% 10%
‘14
32% 31%
‘15 ‘
Market strategy of large size plans
• Offers different voice + data plans through the Bouygues Telecom brand with service and content applications (CanalPlay, Spotify, Gameloft, …)
• Offers unlimited voice+ different data plans through the B&You brand SIM only
• Doubled the size of its 20 bundle to 40GB • Several services included in almost all
offers (TV, cloud, roaming, Wifi etc..) • TV service offered with zero rating
‘14
17% 17%
‘15 ‘ ‘
Bouygues and Free
Both significantly increased the
size of their largest bundle:
- Bouygues from 20 to 40GB
- Free from 20 to 50GB
SFR
2x promotion on ‘Red’ plans with:
- 3GB now including 6GB and
- 5GB now including 10GB
for the same price
Orange and SFR
Both either increased the size or decreased
the price of most of their bundles
Orange
Origami Play plans include an extra GB for
the same price (3 to 4GB and 7 to 8GB)
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
73% 6.54
117%
Orange
Plans under Sosh second brand, remain below
market pricing with unmodified bundles (3 and 5GB)
51 Tariff Plans Benchmarking – 2H15
2H13 2H14 2H15
4G 15.5 15.0 25.0
3G 15.0
4G 20.0
3G
4G
3G
4G
3G
4G 15.5 15.0 22.5
3G 15.0Average
Operator 2H13 2H14 2H15
4G 10.2 7.6 6.6
3G 10.0
4G 9.3 7.1 5.8
3G 8.3
4G 10.0 6.3 6.3
3G
4G
3G
4G 9.7 7.1 6.4
3G 8.9Average
Operator 2H13 2H14 2H15
4G 10.0 6.4 5.0
3G
4G 11.7 5.1
3G
4G 5.0 4.0 4.0
3G
4G
3G
4G 9.6 5.5 4.5
3GAverage
Operator 2H13 2H14 2H15
4G 3.8
3G
4G 7.0 0.8
3G
4G 3.7 3.5 3.5
3G
4G 1.0 1.0 0.4
3G
4G 2.4 4.6 1.8
3GAverage
Operator
R² = 0.465 R² = 0.821
0 €
5 €
10 €
15 €
20 €
25 €
30 €
0 2 4 6 8 10 12 14 16 18 20
Bouygues Free Orange SFR
3
12
1
3
1
21
1
11 1
1
4
6
7
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
Eu
ro/G
B
Plans distribution by Price per GB and GB included Analyzed Plans
GB
€/GB <=2 GB
2-5 GB
5-10 GB
>10 GB
VOICE + DATA PLANS: Price per GB analysis
3 France - Voice + Data Plans
Sample: Orange, BouyguesTelecom, SFR, Free
50 40
France Market
- Overall market is converging since Orange
and SFR decreased the €/GB proposition
for both small and large size bundles
- Bouygues and Free shifted their €/GB
offering for their large size bundles
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
73% 6.54
117%
52 Tariff Plans Benchmarking – 2H15
3 Germany - Country Summary
Germany
Market penetration of mobile broadband reached 65% as of December 2014 (EU average: 72%). Germany’s LTE broadband
coverage reached 92%, a very high level compared to the 79% EU average.
O2 merger with E-Plus reduced the number of MNOs from 4 to 3 and may lead to competitive implications.
The offer of ‘‘Data only’’ tariffs remained fairly static, whereas with respect to ‘‘unlimited voice + data’’ plans, most operators
increased data allowances or slightly decreased prices. E-Plus was the only MNO to leave its offer mostly unchanged since 2014
Providers offer different strategies on value added services: Vodafone & E-Plus offer Music & Cloud; O2 integrated landline
service and additional sim card(s) for free, whereas T-Mobile includes (in some plans) VoIP and a Hotspot-Flat
-9.08
EUR Adjusted
Big Mac Index
MNOs market
share (’15e)
Mobile
penetration Population
141%
81M
28%
34%
37%
COUNTRY SUMMARY: main indicators of the country
Eu
ro/G
B
> 10 GB 2,3
5-10 GB 4,7 4,7 4,6
2-5 GB 7,4
5,2 5,6
<= 2GB 14,5
13,3 12,6
2H13 2H14 2H15
DATA PLANS (average) VOICE + DATA PLANS (average)
LTE 3G LTE 3G
Source: Merrill Lynch Global Wireless Matrix, Arthur D. Little Analysis
4,7 4,7 4,7
5,9 5,9 5,9
14,7 15,0 15,0
> 10 GB 4,5 4,4
5-10 GB 10,0
8,1 7,7
2-5 GB 14,8 14,2
11,0
<= 2GB 39,4
26,7 21,1
10,0 10,0
20,0 21,7
20,8
53 Tariff Plans Benchmarking – 2H15
R² = 0.6366
R² = 0.8572
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
45 €
50 €
0 1 2 3 4 5 6 7 8 9 10
Eplus Vodafone T-Mobile O2
Competitive offers
First 2 months (up to 4) extra GB available
Cheapest plan has the most extra GB
Price increase after the 13th month
(additional 2-5 Euro monthly)
Tiered max. speed up to 50 Mbps
Offer also Prepaid-Plans fore same price
as Postpaid-Plans, but no 4G
Postpaid-Plans only in combination with
minimum 24 month-retention
37% 37%
‘14 ‘15
DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Germany - Data Plans
Plans distribution by Price and GB included
Sample: T-Mobile, Vodafone, E-plus, O2
*Source: Merrill Lynch Global Wireless Matrix
Str
ate
gy o
utl
ine
No frills low-price strategy for 3G only offers
Competitive prices, but “3G only” tariffs
Tiered max. speed only up to 7.2 Mbps,
but temporary 42 Mbps (till end of 2015)
Entertainment: Music Unlimited powered
by MTV Music Napster
10 GB free cloud storage for top price plan
Offer plans with and without Music Flat
Premium offers
Fastest network with tiered max. speed up
to 300 Mbps
Price increase after the 13th month
(additional 2-3 Euro monthly)
3 months Spotify for free
Wi-Fi Hotspots and VoIP included
Prepaid-Plans only up to 500 MB
Simple and Competitive offers strategy with
small/medium data allowances (up to 6 GB):
Price increase after 24 month
Prepaid have 3G connectivity with limited
speed (7.2 Mbps)
Postpaid offer is not speed tiered and
provides max. LTE speed up to 225 Mbps
for customers to experience network quality
‘14 ‘15
34% 34%
‘14 ‘15 ‘14
28% 28%
‘15
71% -9.08
141%
MNO market share
GB
Plan Price
Vodafone
- Reduced its prices with a 2,50€
discount for all plans
- Provides an increased download
speed of up to 225 Mbps
T Mobile
No changes in price strategy but data
speed increased to up to 300 Mbps
Germany Market
Very static market in terms
of pricing. Changes almost
only affected data speed.
O2
- Generally competitive offer pricing
- Largest data offers in the market
E-plus
- Unmodified “3G only” offer
- Similar pricing of competitor’s 4G plans
in small bundles (0.75GB and 2GB)
- Lower pricing for 5GB plan
Telefonica: O2 and E-plus
- O2 offers a fast 4G network and
wide offer variety (pre vs.
postpaid, various GB sizes)
- E-plus retains few postpaid offers
running on a 3G network
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
54 Tariff Plans Benchmarking – 2H15
2H13 2H14 2H15
4G 9.0 13.0
3G 15.0 15.0 15.0
4G
3G 15.0 15.0 15.0
4G 20.0 12.5 12.5
3G
4G 15.0 12.5
3G 14.0 15.0 15.0
4G 14.5 13.3 12.6
3G 14.7 15.0 15.0
Operator
Average
2H13 2H14 2H15
4G 5.0 4.0 5.0
3G 5.0 5.0 5.0
4G
3G 4.5 4.5 4.5
4G 10.0 6.0 6.0
3G
4G 7.3 6.7 5.8
3G 7.7 7.7 7.7
4G 7.4 5.2 5.6
3G 5.9 5.9 5.9
Operator
Average
2H13 2H14 2H15
4G 4.7 4.6 4.6
3G 4.7 4.7 4.7
4G
3G
4G 5.0
3G
4G 4.6 5.0 4.6
3G
4G 4.7 4.7 4.6
3G 4.7 4.7 4.7
Operator
Average
2H13 2H14 2H15
4G
3G
4G
3G
4G 2.3
3G
4G
3G
4G 2.3
3G
Operator
Average
R² = 0.8168
R² = 0.9281
0 €
5 €
10 €
15 €
20 €
25 €
0 1 2 3 4 5 6 7 8 9 10
Eplus Vodafone T-Mobile O2
DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included Analyzed Plans
3 Germany - Data Plans
Sample: T-Mobile, Vodafone, E-plus, O2
Eu
ro/G
B
GB
€/GB
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
23
2
2
2
1
3
2
3 1
6
3
5
7
<=2 GB
2-5 GB
5-10 GB
>10 GB
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
71% -9.08
141%
55 Tariff Plans Benchmarking – 2H15
R² = 0.8727
R² = 0.9376
0 €
10 €
20 €
30 €
40 €
50 €
60 €
70 €
80 €
90 €
100 €
0 1 2 3 4 5 6 7 8 9 10
Eplus Vodafone T-Mobile O2
Competitive pricing with offers up to 10
GB:
Tiered max. speed up to 50 Mbps
Plans with 24 and one month retention, but
plans without bond are more expensive
24-Month-Plans offer a discount for the
first 24 months
Up to 200 voice minutes/SMS to and
within EU + 1 GB Data according to plan
Up to 2 additional sim cards
Landline number included
37% 37%
‘14 ‘15
VOICE + DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Germany - Voice + Data Plans
Plans distribution by Price and GB included
Sample: T-Mobile, Vodafone, E-plus, O2
*Source: Merrill Lynch Global Wireless Matrix
Str
ate
gy o
utl
ine
Simple and Competitive offers strategy with
small data allowances on 3G network:
Temporary max. speed up to 42 Mbps
Up to 10 GB free cloud storage
Only in Top plan: Napster Music Flat and
Kaspersky protection program
Landline number included
Premium price strategy based on data
offers with high speed Tiered max. speed: up to 300 Mbps Price increase after 12 month Top Plan includes: Wi-Fi hotspots, 2
additional sim cards, landline phone number, call, data and SMS in EU much more VAS than other plans
Cheaper Plans only include: Spotify free for 3 months and VoIP, but already up to 150 Mbps
4G competitive strategy with a wide range
of offers and incremental data up to 20 GB:
Large discounts for first 12 & 24 month
Up to 100 GB Cloud Storage
Vodafone TV and Deezer Music included,
which, together with un-tiered max. LTE
speed of up to 225 Mbps allows
customers to experience network quality
Tiered max. speed up to 225 Mbps
Abroad Units included the first 6 months
Up to 2.4 GB Blackberry Service included
‘14 ‘15
34% 34%
‘14 ‘15 ‘14
28% 28%
‘15
142%
MNO market share
GB
Plan Price
20
141%
E-plus
- Offers small GB unlimited voice + data plans with BASE brand
- Temporary offers up to 42 Mbps till Dec 15, but only 7.2 after
Vodafone
- Offers large customers discounts for the
first 12 & 24 months of their contracts
- Increased data bundle and slightly
reduced prices for small plans
- Slightly decreased prices for large plans
T Mobile
- Maintained prices & increased bundles
for all unlimited voice + data plans
- Includes several VAS in the top plan
O2
Decreased pricing for
all of its offers, which
remain the lowest
priced on the market
Germany Market
Dynamic market with increases in data allowances
or slight decrease in prices by most operators
Germany Market
Each operator now
offers a 2GB bundle
Vodafone
Top plan with similar price
level but double allowance
with respect to competitors
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
71% -9.08
141%
56 Tariff Plans Benchmarking – 2H15
2H13 2H14 2H15
4G 20.0 30.0 27.0
3G 20.0 20.0
4G
3G 20.0 22.5 21.3
4G 42.4 26.6 20.0
3G
4G 50.0 23.3 16.2
3G
4G 39.4 26.7 21.1
3G 20.0 21.7 20.8
Operator
Average
2H13 2H14 2H15
4G 10.0 11.7 10.5
3G 10.0 10.0
4G
3G
4G 14.4 16.3 12.5
3G
4G 20.0 15.0 10.6
3G
4G 14.8 14.2 11.0
3G 10.0 10.0
Operator
Average
2H13 2H14 2H15
4G 8.0 7.2
3G
4G
3G
4G 8.0
3G
4G 10.0 8.1 7.8
3G
4G 10.0 8.1 7.7
3G
Operator
Average
2H13 2H14 2H15
4G
3G
4G
3G
4G
3G
4G 4.5 4.4
3G
4G 4.5 4.4
3G
Operator
Average
R² = 0.9396
R² = 0.9666
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
0 1 2 3 4 5 6 7 8 9 10
Eplus Vodafone T-Mobile O2
VOICE + DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included Analyzed Plans
3 Germany - Voice + Data Plans
Sample: T-Mobile, Vodafone, E-plus, O2
Eu
ro/G
B
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
2 21 1
3
1 1
1
1 1
13
2
6
4
<=2 GB
2-5 GB
5-10 GB
>10 GB
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
GB
€/GB
20
71% -9.08
141%
57 Tariff Plans Benchmarking – 2H15
3 Ireland - Country Summary
Ireland
Both mobile broadband penetration (82% as of December 2014) and LTE coverage (87%) are significantly wider than the EU
average 72% and 79% respectively
The most significant change in the market over the past few months was the acquisition of O2 Ireland by the MNO 3 Ireland,
significantly increasing 3’s market share
Tariff prices have marginally increased in the ‘‘data only’’ market, remained relatively unchaged for unlimited voice + data plans
3G tariffs remain widespread in the ‘‘data only’’ market
Differentiation between operators is mostly evident for tariffs that include low data bundles
-10.66
EUR Adjusted
Big Mac Index
MNOs market
share (’15Q2)
Mobile
penetration Population
125%
5M
19%
35% 8%
38%
COUNTRY SUMMARY: main indicators of the country
Source: Irish Commission for Communication Regulation
Eu
ro/G
B
> 10 GB 1,3 1,2 1,1
5-10 GB 2,6 3,1
2-5 GB 6,0
<= 2GB 11,0 20,0
2H13 2H14 2H15
DATA PLANS (average) VOICE + DATA PLANS (average)
LTE 3G LTE 3G
1,2 0,9
1,8
2,0 2,6 2,8
3,5 3,5 3,9
7,2 7,5
11,5
> 10 GB 2,7 2,5
5-10 GB 4,0 4,0
2-5 GB 5,9
<= 2GB 29,6
24,2 30,0
2,7
31,3 23,8
Others
58 Tariff Plans Benchmarking – 2H15
R² = 0.6097
R² = 0.6754
0 €
10 €
20 €
30 €
40 €
50 €
60 €
70 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
3 Ireland Meteor Vodafone
Acquired by 3 Ireland in June 2015. Its tarrifs were removed and not replaced by equivalent deals at 3.
DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Ireland - Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Market average prices based on:
• 4G large GB bundles and 3G low GB bundles
• Long retention for 15 & 20GB postpaid tariffs is also available with a free dongle
• Option to increase speed of 3G connection for 10€
• Prices have remained completely unchanged since last semester
Price leadership strategy based on:
• Prices consistently the lowest in each data size offered
• Prices have evolved in-line with market dynamics
• Only one 3G tariff remaining, which is its lowest GB offer
• Supplemented by deals such as free cinema tickets and 2 for 1 dining
‘14
19% 19%
‘15 ‘14
26%
‘15 ‘ ‘ ‘
Sample: 3 Ireland, Meteor, O2, Vodafone
-10.66 73%
125%
Premium price market leader based on:
• Tariffs across the GB bundle spectrum • Only carrier to offer very large bundles • Prepaid 4G bundles 4.99€ more than the
3G equivalent • All offers have access to 3Plus: a
variety of discounts and offers on tickets and entertainment opportunities
‘14 ‘15 ‘
39% 38%
GB
Plan Price
250 100 60
Three
4.99€ add on
for 4G access
Three
Provides the largest bundles
available in the market
Ireland Market
All of the larger 3G bundles
have been replaced with 4G
equivalents or discontinued
Meteor
Price movement
typifies the price
dynamics in
Ireland
Ireland Market
Prices across the market
have marginally increased
Vodafone
10€ to upgrade
from regular
speed to 42Mbps
Three
Discontinued its 15GB
tariff and replaced it with
a 10GB and a 20GB tariff
‘14 ‘15
35% 10%
‘
MNO market share
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
59 Tariff Plans Benchmarking – 2H15
2H13 2H14 2H15
4G
3G 8.0 8.0
4G 11.0 20.0
3G 7.2 7.2 15.0
4G
3G
4G
3G
4G 11.0 20.0
3G 7.2 7.5 11.5Average
Operator 2H13 2H14 2H15
4G
3G
4G 6.0
3G 4.3
4G
3G 3.5 3.5 3.5
4G
3G
4G 6.0
3G 3.5 3.5 3.9Average
Operator 2H13 2H14 2H15
4G 2.7 2.7
3G 2.0 2.5 2.5
4G 4.0
3G 3.3
4G 2.6 2.7
3G 2.0
4G
3G 2.7
4G 2.6 3.1
3G 2.0 2.6 2.8Average
Operator 2H13 2H14 2H15
4G 1.6 1.6
3G 1.5
4G 1.2 1.0
3G 1.0 1.0 1.8
4G 1.1 0.8 0.9
3G 0.5 1.0
4G
3G 1.4 1.1
4G 1.1 1.2 1.1
3G 1.2 0.9 1.4Average
Operator
R² = 0.9154
R² = 0.7915
0 €
5 €
10 €
15 €
20 €
25 €
0 5 10 15 20 25 30
3 Ireland Meteor Vodafone
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included
Eu
ro/G
B
Analyzed Plans
3 Ireland - Data Plans
Sample: 3 Ireland, Meteor, O2, Vodafone
2
23
2
1
2
6
4
01 1
6
12
6
<=2 GB
2-5 GB
5-10 GB
>10 GB
250 GB
€/GB
100 60
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
-10.66 73%
125%
60 Tariff Plans Benchmarking – 2H15
R² = 0.167 R² = 0.5246
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
45 €
50 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
3 Ireland Meteor Vodafone
VOICE + DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Ireland - Voice + Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Market average price strategy based on:
• Tariffs including small data bundles • Differenting its offer with a mid-size
bundle (5GB) replacing a 2GB bundle • Tariffs also offer 100 minutes of
international calls and 100 texts with tariffs
• Share plans are also available at €20
Price leadership strategy based on:
• The widest choice of voice + data tariffs offered by any operators
• All tariff prices are below the market average
• Prices moved in line with the market supplemented by deals such as free cinema tickets and 2 for 1 dining
Acquired by 3 Ireland in June 2015. Its tariffs were removed and not replaced by equivalent deals at 3.
Sample: 3 Ireland, Meteor, O2, Vodafone
* Source: Irish Commission for Communication Regulation
Premium price leadership based on:
• Only one voice + data tariff available • Offers sole unlmited voice + data plan
including a large GB bundle with ‘unlimited’ minutes(15GB fair usage)
• Price moved in the opposite direction to the market
• Includes access to 3Plus: a variety of discounts and offers on tickets and entertainment opportunities
GB
Plan Price
Meteor
- Is price leader across all GB ranges
- Decreased price for its 15 GB plan
Three
- Offers one ‘’unlimited plan’’ with fair usage
policy limiting the allowance to 15GB
- 3G option has been removed
Vodafone and Meteor
For small data bundles; increased data
offering without increasing pricing
Vodafone
The only 1GB voice + data
tariff on the market
Ireland Market
There are no remaining “3G only” tariffs
in the unlimited voice + data Irish market
‘14
19% 19%
‘15 ‘14
26%
‘15 ‘ ‘ ‘ ‘14 ‘15 ‘
39% 38%
‘14 ‘15
35% 10%
‘
MNO market share
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
-10.66 73%
125%
61 Tariff Plans Benchmarking – 2H15
2H13 2H14 2H15
4G 32.5 23.8 30.0
3G
4G
3G
4G 26.8 25.0
3G
4G
3G 31.3 23.8
4G 29.6 24.2 30.0
3G 31.3 23.8Average
Operator 2H13 2H14 2H15
4G 7.0
3G
4G
3G
4G 4.8
3G
4G
3G
4G 5.9
3GAverage
Operator 2H13 2H14 2H15
4G
3G
4G
3G
4G 4.0 4.0
3G
4G
3G
4G 4.0 4.0
3GAverage
Operator 2H13 2H14 2H15
4G
3G
4G 3.0 3.0
3G 2.7
4G 2.3 2.1
3G
4G
3G
4G 2.7 2.5
3G 2.7Average
Operator
R² = 0.9596
R² = 0.9886
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
0 2 4 6 8 10 12 14 16
3 Ireland Meteor Vodafone
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
VOICE + DATA PLANS: Strategy, prices and GB included in the offers analysis
Plans distribution by Price per GB and GB included
Eu
ro/G
B
Analyzed Plans
3 Ireland - Voice + Data Plans
Sample: 3 Ireland, Meteor, O2, Vodafone
1
11
1
1
1
3
1
2
<=2 GB
2-5 GB
5-10 GB
>10 GB
3G
LTE
Dec’14
Sep’15
Postpaid
Prepaid
Old offer
GB
€/GB
Ireland Market
There is little variance between
tariffs of similar GB allowance
-12.93 73%
125%
62 Tariff Plans Benchmarking – 2H15
3 Italy - Country Summary
Italy
LTE networks deployment is progressing quickly, with coverage reaching 77% at the end of 2014 vs. an EU average of 79,4%.
As of 2015, all of the Italian plans in scope offer 4G connectivity, in addition to 3G connectivity, at no extra fee. The market keeps
trending towards a generalized decrease in price per GB, paired with an increase in the size of data allowances.
TIM and Vodafone are positioned as the prime players in the market, with premium priced tariffs running on reliable networks,
and generally including Value Added Services such as media on demand, music, gaming and news.
Wind and Three hold a no frills value-for-price positioning. The 2 operators announced an agreement to form a joint venture of
their telecoms businesses, which would reduce the number of MNOs from 4 to 3 and lead to possible competitive implications.
Eu
ro/G
B
12.30
EUR Adjusted
Big Mac Index
MNOs market
share (’15e)
Mobile
penetration Population
146%
61M
> 10 GB 1,6
1,3 1,3
5-10 GB 3,0
2,3 2,3
2-5 GB 3,4 3,3
2,8
<= 2GB 7,5
5,4 4,6
2H13 2H14 2H15
DATA PLANS (average) VOICE + DATA PLANS (average)
LTE 3G LTE 3G
25%
12%
29%
34%
COUNTRY SUMMARY: main indicators of the country
Source: Merrill Lynch Global Wireless Matrix, Arthur D. Little Analysis
0,8 0,8
2,3 2,9
2,9 2,9
5,0 5,0
> 10 GB 1,6
2,9
5-10 GB 3,6 3,8
2-5 GB 15,8
11,3 9,7
<= 2GB 16,6 13,5
1,5
24,1 17,5
63 Tariff Plans Benchmarking – 2H15
R² = 0.515
R² = 0.6257
0 €
5 €
10 €
15 €
20 €
25 €
30 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Wind Tim Vodafone 3 Italy
Vodafone
- Repositioned all of its data plans with larger allowances for the same price
- Prepaid plans are priced like postpaid with half data (except for existing customers)
Wind
Plans offering data sharing
among up to 4 devices
Premium positioning with Customer cross
selling strategy based on:
GB x2 for Telecom fixed line customers
No retention offers shown
5 GB and 10 GB plans overlapping with
Vodafone’s offering
Waived 5€ LTE option for small bundles
Tim Vision contents: choice of Sports or
Entertainment streaming (free for top tariff)
Simple and Premium offers based on:
Prepaid offers with above market-average
prices (double allowances for postpaid)
5 and 10 GB plans overlapping with TIM’s
Internet Services like Rete Sicura
(antivirus, malware and phishing, etc.) free
for 12 months
Entertainment Contents free trial (3-6
months: Spotify, Infinity (Movies, series),
Calcio) or a free magazine for 1 month
DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Italy - Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Sample: 3 ITA, Vodafone, TIM, Wind *Source: Merrill Lynch Global Wireless Matrix
‘14
35% 34%
‘15 ‘14
29% 29%
‘15
GB
Plan Price
12.30
63% 146%
MNO market share
30
Three
- Most competitive prices with largest
bundles available in the market
- 30 GB plan includes unlimited night data
Italy Market
The rationality of the market (link between price
and data allowance) increased in the last months
Tim
5€ LTE option now included at
no extra fee, with significant
price impact on small bundles
Three
All data offers include LTE connectivity
(waived 1€ fee to upgrade 3G to 4G)
Price leadership strategy based on: More GB for price offers (below market
average tariffs) Entertainment products: Grande Cinema 3
(1 cinema ticket per week) Abroad Data: navigation at same national
tariff (+ connection fee) in selected abroad countries (Sister companies’ countries)
“Free to explore” option with unlimited data available at 40€ per month
Only MNO offering time-based tariffs
Simple tariffs with competitive offers
strategy based on:
Wide set of allowances available
Sharing of the allowance with up to 4
people for the 3/6/12 GB plans
Tablet included with 30 months retention
No additional services (No frills)
Roaming at 32 Kbps after data allowance
consumption
‘14
11%
‘15 ‘14
25% 25%
‘15
12%
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
64 Tariff Plans Benchmarking – 2H15
2H13 2H14 2H15
4G 5.0 5.0 4.0
3G 4.0 4.0
4G 3.3 3.3
3G
4G 3.0 2.6
3G 3.0
4G 2.7 2.7 1.5
3G 2.3 2.3
4G 3.4 3.3 2.8
3G 2.9 2.9Average
Operator 2H13 2H14 2H15
4G 3.0 3.0 3.0
3G 2.5
4G 2.5
3G 2.9 2.9
4G 1.9 2.0
3G 1.5
4G 1.9
3G
4G 3.0 2.3 2.3
3G 2.3 2.9
Operator
Average
2H13 2H14 2H15
4G 2.3
3G
4G 2.3 2.0 1.5
3G
4G 1.6 1.5
3G
4G 0.8 0.8 0.7
3G 0.8 0.8
4G 1.6 1.3 1.3
3G 0.8 0.8
Operator
Average
2H13 2H14 2H15
4G 7.5 7.5 5.0
3G 5.0 5.0
4G
3G
4G 4.4 4.4
3G 5.0
4G
3G
4G 7.5 5.4 4.6
3G 5.0 5.0
Operator
Average
R² = 0.6892
R² = 0.5322
0 €
1 €
2 €
3 €
4 €
5 €
6 €
7 €
8 €
0 2 4 6 8 10 12 14 16 18 20
Wind Tim Vodafone 3 Italy
1 3
2
2
1
2
2
1
1
2
1
21
4
8
6
3
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
DATA PLANS: Price per GB analysis
3 Italy - Data Plans
Sample: 3 ITA, Vodafone, TIM, Wind *Source: Merrill Lynch Global Wireless Matrix
Eu
ro/G
B
Plans distribution by Price per GB and GB included Analyzed Plans
GB
€/GB 3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
All LTE Plans
30
2-5 GB
<=2 GB
>10 GB
5-10 GB Italy Market
- Overall price reduction across all MNOs
- ‘‘3G only’’ offers no longer on the market
New offer
12.30
63% 146%
65 Tariff Plans Benchmarking – 2H15
R² = 0.2384
R² = 0.2019
0 €
10 €
20 €
30 €
40 €
50 €
60 €
70 €
80 €
0 1 2 3 4 5 6 7 8
Vodafone 3 Italy Wind Tim
Value for price strategy 2 postpaid plans with 12 months retention
and increased allowances (1 GB to 4 GB and 7 GB to 8 GB, respectively) including calls to and from several countries countries
Prepaid 2GB plan: 30 €/m with no retention/ 20 €/m with 30 months retention/ 10€/m if additional SIM with family Program
Cinema tickets (pay 1 x 2 tickets) All-in 800 extra, unreported prepaid, has an
innovative retention system as the 800 min and SMS included double every 6 months
Innovative and value for price strategy for Unlimited voice / SMS: Offer simplification: customizable plans
– all inclusive digital – were discontinued Postpaid plan with data shareabale on
multiple devices - Wind magnum - available with 2, 4, 8 or 14GB data allowances
Digital Home & Life products with monthly surcharge: Smartwatch, Wellness, Music, Smart Home
One offer with limited voice (150 minutes/ m, 300 SMS, 2GB; 12 Euro/m) focuses on unlimited music services (Napster)
Premium price strategy with only 1 unlimited
voice and SMS plan:
4G with top tariff (4GB/month): − 250 min per month towards EU and USA − From EU and USA: 500 voice minutes,
500 SMS, 500MB per month − 10GB Cloud storage Discontinued Tim Special Unlimited plan Additional monthly data available with
‘’Opzione Internet Extra’’
Premium strategy with 12 months retention:
Top Tariff (free calls, SMS and data when abroad, minutes and SMS towards EU) now includes free extra SIM with 1GB of data allowance and unlimited voice minutes
No prepaid tariffs with unlimited minutes Reposition 2GB 45€ plan to 34€ 3GB Entertainment Contents (6 months trial):
Spotify, Infinity, Vodafone Calcio, as a mean to stimulate the premium network experience
Data security service (1 year)
VOICE + DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Italy - Voice + Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Sample: 3 ITA, Vodafone, TIM, Wind *Source: Merrill Lynch Global Wireless Matrix
‘14
35% 34%
‘15 ‘14
29% 29%
‘15 ‘14
25% 25%
‘15
GB
Plan Price
14
Wind
- Dismissed ‘’All Inclusive Unlimited’’
- Introduced new ‘’Magnum’’ plans
available with 2, 4, 8 or 14GB of
shareable data (with a lower
price/GB than previous plan)
Vodafone
2GB plan now includes
3GB at a lower price
Three
2 GB ALL-IN-ONE prepaid plan:
- Full price with no retention
- Discounted with 30 mts retention
- Cheapest with “Family Plan”
Three
Most competitive tariffs on
the market both for large
and small data allowances
Tim
3GB plan now available
with 4GB and lower price
Vodafone
Keeps premium positioning with 5GB plan, but this
is now provided with a free extra SIM including
1GB of data allowance and unlimited voice
Italy Market
- ‘‘3G only’’ plans no longer on the market
- General increase in data allowance size
- Continuing price per GB decrease
146%
‘14
11%
‘15
12%
MNO market share
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
12.30
63% 146%
66 Tariff Plans Benchmarking – 2H15
2H13 2H14 2H15
4G
3G
4G
3G
4G 2.9
3G
4G 1.6
3G 1.5
4G 1.6 2.9
3G 1.5
Operator
Average
2H13 2H14 2H15
4G
3G
4G
3G
4G 4.4
3G
4G 3.6 3.1
3G
4G 3.6 3.8
3G
Operator
Average
2H13 2H14 2H15
4G 16.7 16.3 10.0
3G
4G 15.0 15.0 13.2
3G
4G 8.4 7.3
3G
4G 5.0
3G
4G 15.8 11.3 9.7
3G
Operator
Average
2H13 2H14 2H15
4G
3G 20.0 20.0
4G 22.5
3G 30.8
4G 15.5 12.0
3G 21.0
4G 15.3 15.0
3G 15.0
4G 16.6 13.5
3G 24.1 17.5
Operator
Average
R² = 0.4749
R² = 0.2137
0 €
5 €
10 €
15 €
20 €
25 €
0 1 2 3 4 5 6 7 8
Vodafone 3 Italy Wind Tim
VOICE + DATA PLANS: Price per GB analysis
3 Italy - Voice + Data Plans
Plans distribution by Price per GB and GB included
Sample: 3 ITA, Vodafone, TIM, Wind *Source: Merrill Lynch Global Wireless Matrix
GB
€/GB 3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
14
Analyzed Plans All LTE Plans
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
Eu
ro/G
B
Italy Market
Market rationality (link between price and
data allowance) is increasing as operators
apply more homogeneous pricing
1 11
2
1 1
1 1
13
4
2
1
<=2 GB
2-5 GB
5-10 GB
>10 GB
New offer
12.30
63% 146%
67 Tariff Plans Benchmarking – 2H15
3 Netherlands - Country Summary
Nether-
lands
Reached 100% in both mobile broadband penetration (72% EU average at December 2014) and LTE coverage (79% EU avg.)
‘‘3G only’’ tariffs have mostly been replaced with LTE ones by MNOs, and are now only offered through B-brands and by MVNOs
Prices have signficantly decreased over the past year in parallel with an increase in data allowance by operators. This was more
pronounced in the ‘‘data only’’ than in the ‘‘voice + data’’ market.
Tele2 recently became an MNO and operates through aggressive pricing. KPN, T-Mobile and Vodafone are the incumbents.
KPN provides the most attractive Value Added Services (Entertainment, Spotify, WiFi hotspots, etc.) whereas, at the other end,
Tele2 includes very limited value added services within its offer
-15.29
EUR Adjusted
Big Mac Index
MNOs market
share (’15e)
Mobile
penetration Population
100%
16.8M
30%
6%
22%
42%
COUNTRY SUMMARY: main indicators of the country
Source: Merrill Lynch Global Wireless Matrix, Arthur D. Little Analysis
Eu
ro/G
B
18,0
15,7
> 10 GB 2,7
5-10 GB 5,2
3,7
2-5 GB 9,4
5,7
<= 2GB
1H14 2H15
DATA PLANS (average) VOICE + DATA PLANS (average)
LTE 3G LTE 3G
13,4
> 10 GB 3,2
5-10 GB 4,7
2-5 GB 7,1
8,6
<= 2GB 22,3
23,9
68 Tariff Plans Benchmarking – 2H15
R² = 0.9217
R² = 0.8201
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
45 €
50 €
0 1 2 3 4 5 6 7 8 9 10 11 12
KPN T-Mobile Vodafone
DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Netherlands - Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Market average prices based on:
• One prepaid 3G data tariff at a market average price
• Spread of postpaid 4G data bundles • Significant movement in data
allowances for its bundles • Value added services:
- Free access to KPN WIFI hotspots • Extra value (discounts and service) for
quad-play and household customers
Value for price strategy based on:
• The widest choice of ‘‘data only’’ tariffs available in the Netherlands
• Price leader on its two 3G tariffs and three 4G tariffs
• Shifted its tariffs which ensured it was not in the same GB range as KPN
• The 3G tariffs offer free 250MB of data for every top-up
No data only tariffs available
Sample: KPN, Vodafone, T-Mobile, Tele2
* Source: …
-15.29 72%
100%
Competitive price strategy based on:
• Premium prices for its 3G & 4G tariffs • Offers are generally concentrated
towards the lower end of data bundle range
• Price evolution differs from the other operators by lowering prices but not increasing data allowance
• Limited value added services except for free customer service
GB
Plan Price
Netherlands Market
The only 3G plans are small
bundle - ‘’3G only’’ tariffs
KPN and T-Mobile
Both operators have lowered their
prices and also offered more data
Vodafone
Lowered its offers’ pricing without
increasing data allowances, unlike the
other operators
KPN
Increased its data allowances more
markedly than its competitors
T-Mobile
Shifted its largest data tariff
which ensured it remained
the provider of the largest
data bundle on the market
‘14 ‘15
42%
‘14
23% 22%
‘15 ‘14
5% 6%
‘15
41%
‘ ‘ ‘ ‘ ‘14 ‘15 ‘
31% 30%
MNO market share
Jun’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
69 Tariff Plans Benchmarking – 2H15
4G
3G
4G
3G
4G
3G
4G
3G
4G
3GAverage
18.0 15.7
20.0 15.0
17.5
16.0
Operator 1H14 2H15
20.0 17.5
10.0
16.0 14.5
13.4
4G
3G
4G
3G
4G
3G
4G
3G
4G
3GAverage
9.4 5.7
Operator 1H14 2H15
12.0 4.5
10.0
6.2 5.8
6.8
4G
3G
4G
3G
4G
3G
4G
3G
4G
3GAverage
5.2
Operator 1H14 2H15
5.3 3.3
6.3 3.9
4.0
3.7
4.1
4G
3G
4G
3G
4G
3G
4G
3G
4G
3GAverage
2.7
Operator 1H14 2H15
2.7
R² = 0.9764
R² = 0.9527
0 €
2 €
4 €
6 €
8 €
10 €
12 €
14 €
16 €
18 €
20 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13
KPN T-Mobile Vodafone
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included
Eu
ro/G
B
Analyzed Plans
3 Netherlands - Data Plans
2 23
1 1
11 1
1
1
4
6
4
<=2 GB
2-5 GB
5-10 GB
>10 GB
GB
€/GB
Sample: KPN, Vodafone, T-Mobile, Tele2
Netherlands Market
MNOs quite close in terms of pricing with:
- T-mobile slightly lower prices
- Vodafone slightly higher prices
- KPN market average prices
- Tele 2 is not offering ‘‘data only’’ tariffs
3G
LTE
Jun’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
-15.29 72%
100%
70 Tariff Plans Benchmarking – 2H15
R² = 0.7251 R² = 0.6444
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
45 €
50 €
0 1 2 3 4 5 6 7 8 9 10 11 12
KPN T-Mobile Tele2 Vodafone
VOICE + DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Netherlands - Voice + Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Premium price strategy based on:
• Three 4G tariffs spread across the range of GB bundles
• 2GB plan discontinued and replaced by 5GB and 10GB offerings
• All tariffs offer free access to KPN WIFI hotspots & access to entertainment
• 10GB plan includes free Spotify premium • Extra value (discounts and service) for
quad-play and household customers
Value for price strategy based on:
• The widest choice of tariffs available on the unlimited voice + data market
• Three out of its four tariffs are below the market average price
• Now has the largest data bundle available
• Offers voice share plans for an additional €7.50 a month
No frills price leadership based on:
• Three 4G tariffs targeting customers who seek low data bundles
• Consistently the lowest price in each of its GB ranges
• No plans offered over 4GB • No value added services offered with
their tariffs
Market average prices based on:
• Two middle of data range tariffs • Both available at a discounted price
including a larger data allowance than in the past
• 3GB tariff offered at a premium with respect to T-Mobile’s 3GB tariff
• 7GB tariff offers a free multi-sim
GB
Plan Price
Sample: KPN, Vodafone, T-Mobile, Tele2
T-Mobile
Shifted its largest data tariff
therefore remaining the
provider of the largest data
bundle on the market (12 GB)
Vodafone
Shifted its tariff resulting in its prices
remaining in the market average
Tele2
Offers significantly low prices
for its small data 4G bundles
Netherlands Market
- Operators have generally lowered their prices and
offered larger data bundles
- No ‘’3G only’’ unlimited voice + data tariffs available
KPN
Broadened its offerings
from a single 2GB plan
to two different larger
allowance tariffs (5GB
and 10GB)
‘14 ‘15
42%
‘14
23% 22%
‘15 ‘14
5% 6%
‘15
41%
‘ ‘ ‘ ‘ ‘14 ‘15 ‘
31% 30%
MNO market share
Jun’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
-15.29 72%
100%
71 Tariff Plans Benchmarking – 2H15
4G
3G
4G
3G
4G
3G
4G
3G
4G
3G
25.0 30.0
16.3
Average
Operator 1H14 2H15
16.5
22.3 23.9
22.4 27.0
4G
3G
4G
3G
4G
3G
4G
3G
4G
3GAverage
7.0
Operator 1H14 2H15
10.3
7.1 9.7
7.1 8.6
8.8
4G
3G
4G
3G
4G
3G
4G
3G
4G
3GAverage
4.0
Operator 1H14 2H15
6.5
4.6
4.7
5.3
5.5
4G
3G
4G
3G
4G
3G
4G
3G
4G
3GAverage
1H14 2H15Operator
3.2
3.2
R² = 0.9867 R² = 0.9698
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
0 1 2 3 4 5 6 7 8 9 10 11 12
KPN T-Mobile Tele2 Vodafone
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
VOICE + DATA PLANS: Strategy, prices and GB included in the offers analysis
Plans distribution by Price per GB and GB included
Eu
ro/G
B
Analyzed Plans
3 Netherlands - Voice + Data Plans
1 1
2
1
1
1
11
1
1
1
4
3
2
3
<=2 GB
2-5 GB
5-10 GB
>10 GB
GB
€/GB
Sample: KPN, Vodafone, T-Mobile, Tele2
3G
LTE
Jun’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
-15.29 72%
100%
72 Tariff Plans Benchmarking – 2H15
3 Spain - Country Summary
Spain
Both LTE coverage (76%) and mobile broadband penetration (77%) are in line with EU average (79% and 72% respectively as of
December 2014)
The market keeps trending towards a generalized increase in the size of data allowances, paired with an increase in prices, with
the exception of Yoigo that employs an aggressive low-price strategy
Vodafone is positioned as a premium player whose offering covers all user profiles, from light to heavy users
In stand-alone mobile price plans, all competitors, except Yoigo, have started to use value added services (cloud, content) as
differentiator; roaming starts to be a factor in high-end price plans
8.00
EUR Adjusted
Big Mac Index
MNOs market
share (’15e)
Mobile
penetration Population
112%
25%
7%
7% 29%
32%
COUNTRY SUMMARY: main indicators of the country
47M
Eu
ro/G
B
> 10 GB
5-10 GB 4,2 4,6 4,6
2-5 GB 7,8 7,6
6,2
<= 2GB 11,1 11,4
11,1
2H13 2H14 2H15
DATA PLANS (average) VOICE + DATA PLANS (average)
LTE 3G LTE 3G
Source: Merrill Lynch Global Wireless Matrix, Arthur D. Little Analysis
10,9
> 10 GB
5-10 GB 8,3 5,5
2-5 GB 15,0
10,6 10,3
<= 2GB 28,8
24,2
others
73 Tariff Plans Benchmarking – 2H15
R² = 0.9796
R² = 0.9791
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
45 €
0 1 2 3 4 5 6 7 8 9 10
Movistar Orange Vodafone Yoigo
DATA PLANS: Strategy, prices and GB included in the offers analysis
Plans distribution by Price and GB included
MNO market share
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
GB
Plan Price
Str
ate
gy o
utl
ine
Simple offer with a prepaid data plan
Offer overlapping with Vodafone and Orange in the light users segment (1 GB plans)
Only operator low performance 4G at 7.2 Mbps
No additional services
Complete range of price plans
Operator offering widest portfolio covering light to heavy users
1 GB plan overlapping with Movistar and Orange plans but higher speed offered
Offering all plans without engagement
Some value added services included in the data tariffs (e.g. Dropbox)
Simple offer with two post-paid plans
2 post-paid data-only plans covering light and medium user profiles
1 GB plan offer overlapping with Movistar and Vodafone plans
Increased data allowance for mid-tier plan
No engagement required if SIM-only
No additional services
Simple offer with only one post-paid plan
Single post-paid data-only plan for the light user profiles
No changes in portfolio compared to last year
No engagement required if SIM-only
No additional services
Sample: Orange, Movistar, Vodafone, Yoigo
32% 29% 29% 34%
‘14 ‘15 ‘14 ‘15 ‘14
24% 25%
‘15 ‘14
7% 7%
‘15
8.00
61% 112%
3 Spain - Data Plans
Orange
Mid-tier plan increased from 3GB to
5GB with a slightly increase in price
Vodafone
Unchanged offer portfolio
Movistar
Slightly increased allowance
and price of plan
Yoigo
Unchanged offer portfolio
Spanish Market
Homogeneus price positioning for MNOs with
most offers in line with market prices
No operator offers plans larger than 10 GB
All competitors offer 4G
Data plans can also be used with smartphones
74 Tariff Plans Benchmarking – 2H15
R² = 0.9648
R² = 0.9675
0 €
2 €
4 €
6 €
8 €
10 €
12 €
14 €
16 €
0 1 2 3 4 5 6 7 8 9 10
Movistar Orange Vodafone Yoigo
2H13 2H14 2H15
4G 13.8 12.0
3G
4G 11.0 11.4 11.4
3G
4G 11.5 10.9 10.9
3G 10.9
4G 10.9 9.2 9.2
3G
4G 11.1 11.4 11.1
3G 10.9Average
Operator 2H13 2H14 2H15
4G
3G
4G 7.8 7.5 7.5
3G
4G 7.7 5.0
3G
4G
3G
4G 7.8 7.6 6.2
3GAverage
Operator 2H13 2H14 2H15
4G
3G
4G 4.2 4.6 4.6
3G
4G 4.2
3G
4G
3G
4G 4.2 4.6 4.6
3GAverage
Operator 2H13 2H14 2H15
4G
3G
4G
3G
4G
3G
4G
3G
4G
3GAverage
Operator
DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included Analyzed Plans
Sample: Orange, Movistar, Vodafone, Yoigo
Eu
ro/G
B
GB
€/GB
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
3
1
1
111
2
1
2
6
1
<=2 GB
2-5 GB
5-10 GB
>10 GB
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
3 Spain - Data Plans 8.00
61% 112%
75 Tariff Plans Benchmarking – 2H15
R² = 0.8533 R² = 0.2546
0 €
10 €
20 €
30 €
40 €
50 €
60 €
70 €
0 1 2 3 4 5 6 7 8
Yoigo Orange Vodafone Movistar
VOICE + DATA PLANS: Strategy, prices and GB included in the offers analysis
Plans distribution by Price and GB included
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
GB
Plan Price
MNO market share
Str
ate
gy o
utl
ine
Slightly premium priced offering
Prices and data allowances slightly increased
2 mobile-only price plans
Value added services with a focus on TV included in all convergent packs
Focus on “Fusion” convergence offers paired with Aggressive FTTH roll-out
In line with market with widest offering in terms of data allowances
Prices and data allowances slightly increased
EU-roaming allowance included in high priced tariffs
Value added services like Napster, Yomvi (Canal+) and Dropbox included
Focus on “Fusion” convergence offers paired with Aggressive FTTH roll-out
Slight price leadership on mid-range bundles
Price points slightly below Movistar and Vodafone
Similar to Vodafone, EU-roaming allowance included in high priced tariffs
Value added services like free Orange Cloud (25 GB)
Focus on “Fusion” convergence offers paired with Aggressive FTTH roll-out
Aggressive strategy with unique plan offering the largest data allowance at the lowest price
Offering the lowest price, far below market-average
10 GB plan offer like Vodafone most expensive plan but half the price
No frills operator not offering any additional service
Sample: Orange, Movistar, Vodafone, Yoigo
32% 29% 29% 34%
‘14 ‘15 ‘14 ‘15 ‘14
24% 25%
‘15 ‘14
7% 7%
‘15
3 Spain - Voice + Data Plans
Orange
Unchanged offer portfolio
Vodafone
Increased allowances and prices
for all of its tariffs but lowered €/GB
Yoigo
Discontinued low-bundle offers
Doubled data allowance in its top
offer while decreasing price
Movistar
Increased both allowances and prices
for all of its tariffs but lowered €/GB
Spanish Market
Fairly homogeneus price
positioning for MNOs, with
the exception of Yoigo
Entry level unlimited voice
+ data shifted upwards
8.00
61% 112%
76 Tariff Plans Benchmarking – 2H15
2H13 2H14 2H15
4G 28.2 15.0
3G
4G 33.7
3G
4G 21.2
3G
4G 25.5 28.8
3G
4G 28.8 24.2
3GAverage
Operator 2H13 2H14 2H15
4G 10.8 11.1
3G
4G 15.0 11.3 9.7
3G
4G 10.2 10.2
3G
4G 9.8
3G
4G 15.0 10.6 10.3
3GAverage
Operator 2H13 2H14 2H15
4G
3G
4G 8.3 7.4
3G
4G
3G
4G 3.6
3G
4G 8.3 5.5
3GAverage
Operator 2H13 2H14 2H15
4G
3G
4G
3G
4G
3G
4G
3G
4G
3GAverage
Operator
VOICE + DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included Analyzed Plans
3 Spain - Voice + Data Plans
2 2 2
1
1
1
2
3
2
2-5 GB
5-10 GB
>10 GB
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
GB
€/GB
112%
Sample: Orange, Movistar, Vodafone,Yoigo
Eu
ro/G
B
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
R² = 0.973 R² = 0.7485 0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
45 €
0 1 2 3 4 5 6 7 8
Movistar Orange Vodafone Yoigo
8.00
61% 112%
77 Tariff Plans Benchmarking – 2H15
3 Sweden - Country Summary
Sweden
Sweden is a front runner as regards to mobile broadband penetration (113%) and LTE coverage (99%)
The market experiences decreases in plans or significant increases in data allowance for the same price
Market leaders’ strategies: Tele2 is positioned as price leader and has further lowered prices, Telia applies mid-to-high prices on
all its offers and has doubled data allowances, supported by a high quality network and a range of VAS for its smartphone plans
The two smaller players (Three and Telenor) also possess a reliable LTE network, and apply mid-to-high tariffs
Value added services, Telia offers Spotify subscriptions with contracts, Tele2 offers Viaplay, 3 offers free data for music streaming
Telia has entered strategic partnership with Spotify and also bought shares of Spotify
8.66
EUR Adjusted
Big Mac Index
MNOs market
share (’15e)
Mobile
penetration Population
149%
10M
14%
43% 17%
25%
COUNTRY SUMMARY: main indicators of the country
Eu
ro/G
B
> 10 GB 1,3 1,5
0,8
5-10 GB 4,6
3,0 1,8
2-5 GB 4,7
4,1 2,6
<= 2GB 5,3
9,0 10,6
2H13 2H14 2H15
DATA PLANS (average) VOICE + DATA PLANS (average)
LTE 3G LTE 3G
Source: Merrill Lynch Global Wireless Matrix, Arthur D. Little Analysis
1,1 1,0
0,9
3,5 2,5 2,5
> 10 GB 3,5 3,2
2,0
5-10 GB 6,8 7,0 8,0
2-5 GB 9,8 9,5
7,1
<= 2GB 21,3
18,5 18,6 10,6
78 Tariff Plans Benchmarking – 2H15
Premium Price Strategy Market Leader
• No retention SIM Only offers shown (30 days contract)
• Higher prices or lower data volumes on all contracts (except the 200GB which nobody else offers)
• Only provider to offer both 4G and 3G contracts with the latter being slightly less expensive
• Value added services by offering Mofibo, Viaplay and Deezer
Competitive Price Strategy:
No retention SIM Only offers shown (30 days contract)
Pricing in line with market average
Doubled data allowances for all contracts compared to 2014
Value added services by offering Spotify, F-secure SAFE and Play+
Bonus data for larger bundle contracts
R² = 0.8431
R² = 0.8557
0 €
10 €
20 €
30 €
40 €
50 €
60 €
70 €
80 €
90 €
100 €
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60
3 Sweden Tele2 Telenor Telia
DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Sweden - Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Value for Money Price Strategy
• No retention SIM Only offers shown (30 days contract)
• Completely redefined offering
• Price decreases or data allowance increases for all offerings
• Price Leader across all offerings
• Value added services by offering Viaplay and HBO Nordic
Value for Money Price Strategy
• No retention SIM Only offers shown (30
days contract)
• Now offering one larger data allowance
at a more competitive price instead of 3
smaller bundles at non-competitive prices
• Value added services by offering
Cloud Storage and WyWallet
Sample: 3 Sweden, Tele2, Telenor, Telia
*Source: Merrill Lynch Global Wireless Matrix
‘14
26% 25%
‘15 ‘14
18% 17%
‘15 ‘ ‘ ‘
8.66 68%
149%
MNO market share
GB
Plan Price
‘14 ‘15 ‘
43% 43%
‘14 ‘15
14% 13%
‘
200 100
Three
Only carrier offering both 4G and 3G
plans, with lower pricing for the latter
Telenor
Moved to offer one large contract
with competitive pricing
Tele2
Lower prices on all offerings Telia
Doubled data allowances
for all contracts
Sweden Market
- Most operators have significantly increased data
amount offered or decreased prices
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
79 Tariff Plans Benchmarking – 2H15
R² = 0.8884 R² = 0.8964
0 €
2 €
4 €
6 €
8 €
10 €
12 €
0 10 20 30 40 50 60
3 Sweden Tele2 Telenor Telia
Three
- Most expensive offering
on most contracts
- Only provider to offer a
200GB contract
2H13 2H14 2H15
4G 5.3
3G
4G 7.4
3G
4G
3G
4G 10.6 10.6
3G
4G 5.3 9.0 10.6
3GAverage
Operator 2H13 2H14 2H15
4G 5.3 3.5
3G
4G 4.2 2.1
3G 3.5
4G 5.3 5.3
3G
4G 3.5 3.2 3.2
3G 2.5 2.5
4G 4.7 4.1 2.6
3G 3.5 2.5 2.5Average
Operator 2H13 2H14 2H15
4G 4.7 2.1 1.8
3G
4G 3.0
3G
4G 4.0 4.0
3G
4G
3G
4G 4.6 3.0 1.8
3GAverage
Operator 2H13 2H14 2H15
4G 1.3 0.9
3G
4G 0.7 1.4 0.6
3G 1.1
4G 3.5 3.5 0.7
3G
4G 0.7 1.1 1.0
3G 1.0 0.9
4G 1.3 1.5 0.8
3G 1.1 1.0 0.9Average
Operator
DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included Analyzed Plans
3 Sweden - Data Plans
Sample: 3 Sweden, Tele2, Telenor, Telia
Eu
ro/G
B
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
223
8
111 1
11
1
4 3
<=2 GB
2-5 GB
5-10 GB
>10 GB
GB
€/GB
200 100
149%
Sweden Market
- Price per GB is significantly lower for most contracts compared to ’14
- Overall converging price levels across operators
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
8.66 68%
149%
80 Tariff Plans Benchmarking – 2H15
R² = 0.7768
R² = 0.6181
0 €
10 €
20 €
30 €
40 €
50 €
60 €
70 €
80 €
90 €
100 €
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60
3 Sweden Tele2 Telenor Telia
VOICE + DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Sweden - Voice + Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Competitive Price Strategy • No retention SIM Only offers shown (30
days contract) Pricing in line with market average Doubled data allowances for all
contracts compared to 2014 Telia and Telenor overlapping on most
bundles Value added services by offering
Spotify, F-secure SAFE and Play+ Discounted deals for families Discounted devices for longer
contracts
Value for Money Price Strategy
• No retention SIM Only offers shown (30 days contract)
• Completely redefined offering
• Price decreases or data allowance increases for all offerings
• Price Leader across all offerings
• Value added services by offering Viaplay and HBO Nordic
• Offer customers opportunity to trade in phones after 6-24 months for upgrades
Competitive Price Strategy
• No retention SIM Only offers shown (30
days contract)
• Pricing in line with market average
• Significantly increased data allowances
for all contracts
• Telia and Telenor overlapping on most
bundles
• Value added services by offering
Cloud Storage and WyWallet
Premium Price Strategy
• No retention SIM Only offers shown (30 days contract)
• Data allowance increases for most offerings while prices are not changed
• Only provider to offer both 4G and 3G contracts with the latter being slightly less expensive
• Value added services by offering Mofibo, Viaplay and Deezer
Sample: 3 Sweden, Tele2, Telenor, Telia
*Source: Merrill Lynch Global Wireless Matrix
MNO market share
GB
Plan Price
100
‘14
26% 25%
‘15 ‘14
18% 17%
‘15 ‘ ‘ ‘ ‘14 ‘15 ‘
43% 43%
‘14 ‘15
14% 13%
‘
Three
Premium pricing across all bundles Tele2
Lowest pricing across all bundles
Telenor
- Competitive pricing across al bundles
- Perfectly overlapping Telia pricing on
all but one bundle
Telia
- Competitive pricing across al bundles
- Perfectly overlapping Telenor pricing
on all but one bundle
Sweden Market
- Operators have moved to offer significantly larger data allowances or
slightly lower prices
- All operators offer value added services free or discounted with
contracts, f ex entertainment services or cloud storage
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
8.66 68%
149%
81 Tariff Plans Benchmarking – 2H15
R² = 0.9589 R² = 0.9519
0 €
5 €
10 €
15 €
20 €
25 €
30 €
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60
3 Sweden Tele2 Telenor Telia
2H13 2H14 2H15
4G 16.0 16.0
3G
4G 21.3 23.3
3G
4G 16.0 16.0
3G
4G 31.9 18.6 18.6
3G 10.6
4G 21.3 18.5 18.6
3G 10.6Average
Operator 2H13 2H14 2H15
4G 10.6 8.0
3G
4G 9.3 9.5 5.3
3G
4G 10.6 8.0
3G
4G 8.5
3G
4G 9.8 9.5 7.1
3GAverage
Operator 2H13 2H14 2H15
4G 7.6 7.1
3G
4G 5.9 5.7
3G
4G 7.6 7.1
3G
4G 5.3 8.0 8.0
3G
4G 6.8 7.0 8.0
3GAverage
Operator 2H13 2H14 2H15
4G 3.8 2.5
3G
4G 2.1 1.0
3G
4G 3.8 2.3
3G
4G 3.5 4.2 2.2
3G
4G 3.5 3.2 2.0
3GAverage
Operator
VOICE + DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included Analyzed Plans
3 Sweden - Voice + Data Plans
Sample: 3 Sweden, Tele2, Telenor, Telia
Eu
ro/G
B
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
1 1 1
3 3 3
2
1
2
5
4 4 4
2-5 GB
5-10 GB <=2 GB
>10 GB
GB
€/GB
100
Sweden Market
- Consistent price positioning for each player across different bundles
- Average price per GB is lower across all bundle sizes compared to ‘14
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
8.66 68%
149%
82 Tariff Plans Benchmarking – 2H15
> 10 GB 4,1
2,1
5-10 GB 6,0 5,5 4,9
2-5 GB 10,0
7,3 7,5
<= 2GB 31,8
18,1 13,0
10,5
23,0
3 UK - Country Summary
UK
The United Kingdom has a 88% mobile broadband take-up rate, considerably higher than the EU average (72% as of December
2014). LTE coverage of 84% is close to EU rates (79% as of 2014)
There are no “3G only” tariffs available in the UK ‘‘data only’’ market and very few of those remaining in the ‘‘voice+data’’ market
There is little price differentiation between operators across both the “voice + data” and “data only” markets
A degree of differentiation can be found in value added services; O2 and Vodafone in particular are the most attractive (O2
priority moments application, Vodafone entertainment offerings)
6.01
EUR Adjusted
Big Mac Index
MNOs market
share (’15e)
Mobile
penetration Population
125%
63M
31%
13% 25%
31%
COUNTRY SUMMARY: main indicators of the country
Source: Merrill Lynch Global Wireless Matrix, Arthur D. Little Analysis
Note: Exchange Rate Pound to Euro= 1,35 @ 30/09/2015
Eu
ro/G
B
> 10 GB 1,7 1,7
5-10 GB 4,2
3,6 3,9
2-5 GB 6,3 6,4 6,7
<= 2GB 13,0 12,0
2H13 2H14 2H15
DATA PLANS (average) VOICE + DATA PLANS (average)
LTE 3G LTE 3G
11,5 16,5
83 Tariff Plans Benchmarking – 2H15
6.01
125% 62%
R² = 0.5968
R² = 0.7884
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
45 €
0 1 2 3 4 5 6 7 8 9 10
3 UK O2 Vodafone EE
Competitive prices based on: • Prepaid tariffs exceeding the market
average price • Postpaid tariffs either beat or match the
average market price • Offers the greatest variety in GB
bundles of any operators • Share plans are available at £6 a month
for each additional SIM • O2 priority app provides a number of
offers and discounts
Price leadership strategy based on:
• 1GB, 2GB and 15GB tariffs matching
competitor’s prices
• Two other tariffs (5GB and 20GB)
offering unique data bundles
• Only prepaid tariff is a 1GB data
bundle
• Offers free access to WIFI at London
tube stations
DATA PLANS: Strategy, prices and GB included in the offers analysis
3 UK - Data Plans
Sample: EE, O2, Vodafone, 3UK
Source: Merrill Lynch Global Wireless Matrix
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Market average prices based on:
• Two low data offers and two high data offers
• Low data offers that match those of competitors tariffs at the same GB allowance
• Offering the largest data tariff available • Access to free WIFI at London’s tube
stations
Plan Price
‘14
32% 31%
‘15 Market average prices based on: • A similar strategy as that of O2 • Postpaid tariffs, which match market
average prices • Three new prepaid tariffs introduced at
the low-medium data allowance end • Share plans available for £8 a month
per SIM • All data bundles smaller than 10GB
‘14 ‘15
GB
13% 13%
‘14
25% 25%
‘15 ‘14 ‘15
32% 31%
25 20 15
UK Market
- Operators no longer offer ‘’3G only’’ data plans
- Only EE and 3 UK offer large data bundles
- Vodafone and O2 offer both post and prepaid tariffs
EE
- Offers the largest data bundle on the market
- Offers were unchanged from last semester Vodafone
Premium for prepaid
contract is £4.95
O2
- Lowered their tariff price
- Increased data allowance
at the same time
3
Entry level prepaid tariff has
moved from 1GB to 2GB
O2 and Vodafone
Both decreased their price and increased
their data allowance by the same quantities
MNO market share
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
84 Tariff Plans Benchmarking – 2H15
2H13 2H14 2H15
4G 13.5 13.5
3G
4G 13.5 10.4
3G 11.2 11.2
4G 13.5 12.4
3G 11.8 27.1
4G 12.2 10.5
3G
4G 13.0 12.0
3G 11.5 16.5
Operator
Average
2H13 2H14 2H15
4G 6.5 6.8 6.8
3G
4G 6.8 6.3 7.1
3G
4G 6.8 6.5 7.9
3G
4G 4.3 4.1
3G
4G 6.3 6.4 6.7
3G
Operator
Average
2H13 2H14 2H15
4G 4.4
3G
4G 4.2 3.7
3G
4G 4.1 4.4 4.2
3G
4G 2.0
3G
4G 4.2 3.6 3.9
3G
Operator
Average
2H13 2H14 2H15
4G 1.7 1.7
3G
4G
3G
4G
3G
4G 1.7
3G
4G 1.7 1.7
3G
Operator
Average
R² = 0.8979
R² = 0.9493 0 €
5 €
10 €
15 €
20 €
25 €
30 €
0 2 4 6 8 10
EE 3 UK O2 Vodafone
DATA PLANS: Price per GB analysis
3 UK - Data Plans
Sample: EE, O2, Vodafone, 3UK
Plans distribution by Price per GB and GB included Analyzed Plans
GB
€/GB
25 20 15
3 32
1
12
1
1
23
2
2
5
7 7
4
<=2 GB
2-5 GB
5-10 GB
>10 GB
Eu
ro/G
B
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
UK Market
Very little price differentiation between
operators across the GB bundle range
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
6.01
125% 62%
85 Tariff Plans Benchmarking – 2H15
R² = 0.6334
R² = 0.6052
0 €
10 €
20 €
30 €
40 €
50 €
60 €
0 1 2 3 4 5 6 7 8 9 10
3 UK EE O2 Vodafone
VOICE + DATA PLANS with Unlimited Voice and Device not included: Strategy, prices and GB
included in the offers analysis
3 UK - Voice + Data Plans
Sample: EE, O2, Vodafone, 3UK
*Source: Merrill Lynch Global Wireless Matrix
Plans distribution by Price and GB included
Plan Price
Market average prices based on:
• Most noticeable price per GB
reductions over the last semester among different operators, with significantly increased data allowances
• Share plans are available at £6 a month • O2 priority app provides a wide variety
of offers and discounts
Competitive prices based on:
• Offers the only unlimited data tariff on
the market
• An unlimited data tariff that is cheaper
than the large data offers from
Vodafone & O2
• Two other tariffs are below the market
average (4GB and 8GB)
• Free WIFI at London tube stations
Str
ate
gy o
utl
ine
Market average prices based on:
• Tariffs concentrated in the mid-sized
data bundles range • All tariffs are in the same GB size as
offers from other operators • Offering free WIFI to all tariffs at
London tube stations
‘14
32% 31%
‘15 Competitive prices based on:
• The widest choice of tariffs in the unlimited ‘’voice+data’’ market
• Only operator to offer prepaid unlimited voice + data tariffs
• Postpaid tariffs are in line with market averages
• All plans except for the 2GB tariff include a subscription to Spotify, Sky sports or NowTV
• Share plans available for £12 a month
‘14 ‘15
13% 13%
‘14
25% 25%
‘15 ‘14 ‘15
31% 31%
GB 20 Unlimited
3
- Only operator to offer an
unlimited data bundle
- Only £3.30 between that
and their 8GB deal
Vodafone
- Only operator that offers prepaid
unlimited voice + data tariffs
- Premium for prepaid is £10.35 a
month O2
Only operator still
offering 1GB bundle
EE
Pricing is very much in line with the market, as shown
by each of its plans being placed on the trend line UK Market
As with ‘‘data only’’ tariffs, very little differentiation
between the operators in “voice+data” tariffs
O2
Shifted to offer significantly
larger GB bundles
Vodafone
Re-organized its
large bundle offering
MNO market share
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
6.01
125% 62%
86 Tariff Plans Benchmarking – 2H15
2H13 2H14 2H15
4G 28.4 10.8
3G
4G 35.2 19.6 14.4
3G 23.0
4G 22.3 10.4
3G 23.0
4G
3G
4G 31.8 18.1 13.0
3G 23.0
Operator
Average
2H13 2H14 2H15
4G 10.7 6.0 7.1
3G
4G 8.4 6.5 6.6
3G
4G 8.7 8.4
3G 10.5
4G 6.8 7.1
3G
4G 10.0 7.3 7.5
3G 10.5
Operator
Average
2H13 2H14 2H15
4G 6.9 3.8 4.5
3G
4G 6.1 5.1 4.1
3G
4G 5.6 6.2 6.1
3G
4G 4.1
3G
4G 6.0 5.5 4.9
3G
Operator
Average
2H13 2H14 2H15
4G 4.1
3G
4G 2.1
3G
4G 4.1 2.0
3G
4G
3G
4G 4.1 2.1
3G
Operator
Average
R² = 0.9169
R² = 0.9137
0 €
5 €
10 €
15 €
20 €
25 €
30 €
0 1 2 3 4 5 6 7 8 9 10
3 UK EE O2 Vodafone
VOICE + DATA PLANS with Unlimited Voice and Device not included: Price per GB analysis
3 UK - Voice + Data Plans
Sample: EE, O2, Vodafone, 3UK
Plans distribution by Price per GB and GB included Analyzed Plans
GB
€/GB
20 Unlimited
Eu
ro/G
B
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
122
23
1
1
1
1
21 11
7
6
3 3
<=2 GB
2-5 GB
5-10 GB
>10 GB
UK Market
- The majority of tariffs include 4GB or more data
- Very little differentiation between operators
across the data bundle range
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
6.01
125% 62%
87 Tariff Plans Benchmarking – 2H15
Agenda
1 Context & Methodology
2 Executive Summary
3 Tariff Benchmarking per Country
3.1 Western Europe
3.2 North America
3.3 Middle East
88 Tariff Plans Benchmarking – 2H15
3 USA - Country Summary
USA
As of December 2014, LTE population coverage reached 94%, while LTE penetration reached 50% of all mobile connections
Clear positioning by all MNOs in ‘‘unlimited voice+data’’ tariffs - with At&t and Verizon offering premium pricing and focusing on
family share plans - while T-Mobile and Sprint compete through a value-for-money proposition including plans with unlimited data
Fairly homogenous positioning for most MNOs in ‘‘data only’’ tariffs, with the exception of T-Mobile’s new aggressive and innovative
strategy (doubled data bundles and launched zero-rating video streaming on major content providers)
Remarkable overall advancement in Value Added Services, with MNOs integrating their offers with: cloud storage, proprietary
hotspots, Wifi calling and international connectivity (data, voice and SMS) but also several entertainment and music related services
4.62
EUR Adjusted
Big Mac Index
MNOs market
share (’15e)
Mobile
penetration Population
116%
323M
30%
4% 16%
16%
34%
COUNTRY SUMMARY: main indicators of the country
others
Eu
ro/G
B
> 10 GB 5,8 5,8 5,5
5-10 GB 6,9 6,9 6,6
2-5 GB 9,2 8,9 9,2
<= 2GB 14,2
15,2 12,1
2H13 2H14 2H15
DATA PLANS (average) VOICE + DATA PLANS (average)
LTE 3G LTE 3G
Source: Merrill Lynch Global Wireless Matrix, 4G Americas, Arthur D. Little Analysis
> 10 GB 8,1
6,2 6,9
5-10 GB 15,4
10,9 9,3
2-5 GB 23,6
19,9 15,5
<= 2GB 54,2
38,4 31,7
20,2
89 Tariff Plans Benchmarking – 2H15
R² = 0.9551
R² = 0.9201
0 €
20 €
40 €
60 €
80 €
100 €
120 €
140 €
160 €
180 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
Sprint T-Mobile Verizon At&t
Market average prices for low bundles, below market prices for large bundle
Unmodified offer since last year, including:
- 1,6,12 GB bundles in line with the market
- highest priced 3GB offer on the market
- very competitive 30GB bundle for 110$ (vs.195$ price by At&t and Verizon)
VAS Include: 5GB Cloud Storage and Sprint TV with live and on demand contents
Market average pricing strategy
Unmodified postpaid offer including a wide choice of sharable plans
Except for ‘‘Data Device Plan 1GB’’, most prepaid tariffs went from monthly to by-monthly (thus out of scope)
One of 2 MNOs with At&t, offering very large bundles (30GB+) for premium prices
VAS Include: 5GB of cloud storage, and
entertainmt. (NFL Mobile, Go90, Indiecar)
DATA PLANS: Strategy, prices and GB included in the offers analysis
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Market average pricing strategy
Unmodified postpaid offer including a wide choice of sharable plans
Two new prepaid plans (GoPhone 2 & 8GB)
One of 2 MNOs with Verizon, offering very large bundles (30GB+) for premium prices
Value Added Services include: 1GB of data usage abroad (Mexico), proprietary national Wi-Fi HotSpot network
Mobile TV only available for extra charge
‘14 ‘15
34% 34%
‘14 ‘15 ‘
16% 16%
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer Plan Price
MNO market share
‘14
30% 30%
‘15 ‘
New price leadership strategy
‘‘Double your data without paying the price’’ advertises a new very competitive pricing strategy
Most offers available for same pre & postpaid price (3 & 22GB only prepaid)
Introduced BingeOn for zero-rating video on major content providers (but Youtube)
Other VAS: zero-rating ‘Music Freedom’, allowance usage in Canada and Mexico
‘14
15% 16%
‘15 ‘ ‘
Sample: AT&T, Sprint, T-Mobile, Verizon
4.62
64% 116%
3 USA - Data Plans
...
GB 30
Large Bundles
- Competitive price
by Sprint on 30GB
- Overlapping
premium price by
Verizon and At&t
on large bundles
(30, 40, 50 GB)
- Verizon only MNO
offering very large
bundles (60, 80,
100GB)
6GB allowance
Overlapping offer by
Verizon, Sprint & At&t
T-Mobile
- Rearranged portfolio, doubling allowances for tariffs
that are now the lowest-priced on the market
- Introduced zero-rating for unlimited video streaming
Sprint
Static pricing year on year
USA ‘‘Data Only’’ Market
- Fairly homogeneus and static price
positioning for most MNOs
- Significant exception represented by
T-Mobile’s aggressive pricing strategy
At&t
Rearranged its prepaid tariff portfolio with 2, 5 and
8GB now available in place of 3 and 5GB plans
90 Tariff Plans Benchmarking – 2H15
2H13 2H14 2H15
4G 11.2
3G
4G 15.7 14.9 13.4
3G
4G 17.9 9.0
3G
4G 11.2 13.4 13.4
3G
4G 14.2 15.2 12.1
3GAverage
Operator 2H13 2H14 2H15
4G 9.0 9.0 9.0
3G
4G 9.0 9.0 9.0
3G
4G 9.4 8.1 9.0
3G
4G 10.4 10.5 10.5
3G
4G 9.2 8.9 9.2
3GAverage
Operator 2H13 2H14 2H15
4G 6.9 6.9 7.4
3G
4G 6.9 7.0 6.8
3G
4G 6.6 6.2 4.9
3G
4G 7.5 7.5 7.5
3G
4G 6.9 6.9 6.6
3GAverage
Operator 2H13 2H14 2H15
4G 5.9 5.9 5.9
3G
4G 5.8 5.9 5.9
3G
4G 5.9 5.7 4.0
3G
4G 6.0 4.6 4.6
3G
4G 5.8 5.8 5.5
3GAverage
Operator
R² = 0.6565 R² = 0.5313
0 €
2 €
4 €
6 €
8 €
10 €
12 €
14 €
16 €
18 €
20 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
Sprint T-Mobile Verizon At&t
33
5
11
32
23 2
1
1 1
1
12
17
7
1
5
1 1
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
Eu
ro/G
B
Plans distribution by Price per GB and GB included Analyzed Plans
GB
€/GB 3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
2-5 GB >10 GB
5-10 GB <=2 GB
New offer
DATA PLANS: Price per GB analysis
3 USA - Data Plans
Sample: AT&T, Sprint, T-Mobile, Verizon
... 30
T-Mobile
Doubled its data offers
and is now the low-price
player on the market
4.62
64% 116%
91 Tariff Plans Benchmarking – 2H15
Plans distribution by Price and GB included
R² = 0.8792 R² = 0.9113
0 €
50 €
100 €
150 €
200 €
250 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Sprint T-Mobile Verizon At&t
Price leadership strategy
Similar offer with respect to last year, with:
- lowest priced 1, 3 & 5GB offers – prepaid
- unlimited data plan, slighlty increase in price (from 60 to 70$) but still available at a lower price than T-Mobile’s (95$)
VAS Include: 5GB Cloud Storage and Sprint TV with live and on demand contents
Premium offers strategy
Higher-end of pricing range (e.g highest tariffs on 1, 3, 6GB plans)
Prepaid lower priced than same size postpaid tariffs (e.g. 1, 3GB)
Decreased device fee from 40 to 20$ for share plans (single-line version reported)
Value Added Service include: 5GB Cloud, Anti-Virus, unlimited outbound SMS from US
Additional entertainment VAS for postpaid
VOICE + DATA PLANS: Strategy, prices and GB included in the offers analysis
Str
ate
gy o
utl
ine
Premium offers strategy
Higher-end of pricing range (e.g highest or close second to Verizon on most bundles)
Strong price/GB increase for large bundles (e.g. 30GB from 145 to 240$) as Q3 2014 double data promotion was discontinued
Value Added Service include 50GB cloud storage, proprietary Wi-Fi hotspot,plan sharability, and several international passes: unlimited outbound voice & SMS to Mexico and Canada, 1GB of data usage in Mexico
‘14 ‘15
34% 34%
‘14 ‘15 ‘
16% 16%
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
GB
Plan Price
MNO market share
‘14
30% 30%
‘15 ‘
New competitive strategy
‘‘Double your data without paying the price’’ advertises new competitive price strategy
All offers have same pre & postpaid price
Introduced BingeOn for zero-rating video on major content providers (but Youtube)
Other VAS: zero-rating music, data usage, calling and texting in Canada and Mexico
Share plans available (unreported as they consist in a discount on regular plans)
‘14
15% 16%
‘15 ‘ ‘
Sample: AT&T, Sprint, T-Mobile, Verizon
116%
3 USA - Voice + Data Plans
Unlimited
Large Bundles
Converging prices as:
- At&t discontinued its
double data promotion
- Verizon decreased its
device fee from 40 to 20$
Max bundles now differ as:
- At&t offers 30, 40 & 50GB
- Verizon up to 100GB
(30, 40, 50, 60, 80, 100GB)
... 30 25
Unlimited plans
Both MNOs increased pricing:
- Sprint from 60 to 70$
- T-Mobile from 80 to 95$
Verizon
Decreased pricing per GB
for its small bundle tariffs
Sprint
Static pricing year on year on all but its unlimited tariff
USA ‘‘Voice+Data’’ Market [divided into two operator categories]
- Challengers (T-Mobile and Sprint) offering below market pricing and unlimited data plans
- Incumbents (At&t and Verizion) offering above market pricing and large but capped bundles
T-Mobile
- Rearranged portfolio, doubling allowances for its
‘‘simple choice’’ tariffs (from 1,3,5 GB to 2,6,10 GB)
- Introduced zero-rating for unlimited video steaming
At&t
Decreased pricing and rationalized its
small bundle offer: from four postpaid
plans (1,3,6, 10GB) to two (2 & 5GB)
4.62
64% 116%
92 Tariff Plans Benchmarking – 2H15
2H13 2H14 2H15
4G 24.6 20.5 13.4
3G
4G 24.6 27.2 18.7
3G
4G 21.5 15.2
3G
4G 13.4 13.4
3G
4G 23.6 19.9 15.5
3GAverage
Operator 2H13 2H14 2H15
4G 16.0 12.2
3G
4G 15.0 10.7 11.9
3G
4G 8.4
3G
4G 8.2 8.2
3G
4G 15.4 10.9 9.3
3GAverage
Operator 2H13 2H14 2H15
4G 10.1 3.7 7.0
3G
4G 7.1 7.7 6.9
3G
4G
3G
4G
3G
4G 8.1 6.2 6.9
3GAverage
Operator2H13 2H14 2H15
4G 48.5 42.5 25.8
3G 20.2
4G 62.7 43.7 42.5
3G
4G 32.5 22.4
3G
4G 31.4 31.4
3G
4G 54.2 38.4 31.7
3G 20.2Average
Operator
6
10
2
221
15
2 1
10
2
4
1 1
1 1
4
1
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
Eu
ro/G
B
Plans distribution by Price per GB and GB included Analyzed Plans
GB
€/GB 3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
<=2 GB
2-5 GB
5-10 GB
>10 GB
New offer
VOICE + DATA PLANS: Price per GB analysis
3 USA - Voice + Data Plans
Sample: AT&T, Sprint, T-Mobile, Verizon
Unlimited
R² = 0.8544 R² = 0.8116
0 €
10 €
20 €
30 €
40 €
50 €
60 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Sprint T-Mobile Verizon At&t
... 30 25
Verizon
Decreased pricing per GB
for its low bundle tariffs
At&t
Decreased pricing per GB
for its low bundle tariffs
4.62
64% 116%
93 Tariff Plans Benchmarking – 2H15
Agenda
1 Context & Methodology
2 Executive Summary
3 Tariff Benchmarking per Country
3.1 Western Europe
3.2 North America
3.3 Middle East
94 Tariff Plans Benchmarking – 2H15
3 Bahrain - Country Summary
Bahrain
Market rapidly moving towards high-value wireless and wireline data services, supported by the launch of LTE
Low level of strategy differentiation between the players – not in terms of offer nor in terms of pricing
Large broadband allowances offered as share plans for both home and ‘’on the go’’ use
Limited differentiation based on 3G / LTE
n.a.
EUR Adjusted
Big Mac Index
MNOs market
share (’14)
Mobile
penetration Population
182%
1M
33%
32%
35%
COUNTRY SUMMARY: main indicators of the country
Source: Kingdom of Bahrain TRA, Arthur D. Little Analysis
Eu
ro/G
B
DATA PLANS (average) VOICE + DATA PLANS (average)
LTE 3G LTE 3G
> 10 GB 1,3
1,1
5-10 GB 3,9
3,1
2-5 GB 4,4
3,9
<= 2GB 7,1
2H14 2H15
> 10 GB
5-10 GB
2-5 GB
<= 2GB
4,2
7,1
7,1
4,2
95 Tariff Plans Benchmarking – 2H15
R² = 0.716
R² = 0.8983
0 €
10 €
20 €
30 €
40 €
50 €
60 €
70 €
80 €
90 €
100 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Viva Zain Batelco
DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Bahrain - Data Plans
Plans distribution by Price and GB included
Plan Price
Sample: Batelco, Viva, Zain
78%
182%
n.a. S
trate
gy o
utl
ine
Competitive Price Strategy Most offers run on an efficient LTE network, but
3G plans are also available Prepaid ‘’starter package’’ for on-the-go users Very large broadband plans for simultaneus
home and ‘’on the go’’ use, to share among up to 4 SIMs 3G plans available at a significant lower price/GB
Competitive Price Strategy All offers run on an efficient LTE network Prepaid ‘’starter package’’ for on-the-go users Offers very large broadband plans as share
plans for both home and ‘’on the go’’ use Convenient 120GB plan subject to a 4GB/day cap Free dongle available at no extra fee
Competitive Price Strategy All offers run on an efficient LTE network Prepaid ‘’starter package’’ for on-the-go users For each price point, possibility of increasing
data allowances for longer engagement periods (no contract, 12 or 18 months retention) Free dongle available with longer engagment
periods “Home line’’ available for postpaid offers
MNO market share
‘13
32% 33%
‘14 ‘13
33% 32%
‘14 ‘13
35% 35%
‘14
100 €
150 €
50 €
250 120 300 1000 500 100 80 60 40 0 €
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
Bahrain Market
Characterised by two different kinds of offers:
Small-to-middle bundles for ‘’on the go use’’
and very large bundles for ‘’home use’’
Prepaid Plans
Offered by each operator through ‘’starter
packeges that can be enlarged with data add-ons
Bateclo
- Premium price startegy
for prepaid & competitive
for postpaid
- Sole MNO still offering 3G
Viva
- Competitive pricing
across most offers
- Temporary discounts
on prepaid plans
Zain
- Significant price dicreases for postpaid
- Wide differentiation for large plans, with:
speed tiers, daily caps, unlimited night
data unlimited Youtube & multi-SIM
96 Tariff Plans Benchmarking – 2H15
2H14 2H15
4G
3G 7.1 7.1
4G
3G
4G 7.1
3G
4G 7.1
3G 7.1 7.1
Operator
Average
2H14 2H15
4G 4.7 4.7
3G 4.2 4.2
4G 4.7 4.7
3G
4G 4.0 3.1
3G
4G 4.4 3.9
3G 4.2 4.2Average
Operator 2H14 2H15
4G 4.4 4.4
3G
4G 3.6 3.6
3G
4G 3.9 2.2
3G
4G 3.9 3.1
3G
Operator
Average
2H14 2H15
4G 1.4 1.4
3G
4G 0.8 0.5
3G
4G 1.9 1.9
3G
4G 1.3 1.1
3G
Operator
Average
R² = 0.8802
R² = 0.9452
0 €
1 €
2 €
3 €
4 €
5 €
6 €
7 €
8 €
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30
DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included
3 Bahrain - Data Plans
Sample: Batelco, Viva, Zain
€/GB
Analyzed Plans
Eu
ro/G
B
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
78%
182%
n.a.
250 120 300 1000 500 100 80 60 40
GB
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
Viva Zain Batelco
3
8
7 4
2
2
1
13
9
1 1 1
8
<=2 GB 5-10 GB
>10 GB 2-5 GB
97 Tariff Plans Benchmarking – 2H15
3 Kingdom of Saudi Arabia (KSA) - Country Summary
Kingdom of Saudi Arabia
Wide offering from the 3 service providers in terms of data allowances
MNOs competition resulting in pricing standing at the low end of the GCC region
Competition is expected to increase after the launch of 3 MVNOs
Future pricing is expected to be driven by new network and VAS services (e.g. Zain capitalizing on LTE, unlimited Youtube, etc.)
-8.41
EUR Adjusted
Big Mac Index
MNOs market
share (’14)
Mobile
penetration Population
171%
29M
18%
43%
40%
COUNTRY SUMMARY: main indicators of the country
Source: KSA Ministry of ICT, Arthur D. Little Analysis
Eu
ro/G
B
DATA PLANS (average) VOICE + DATA PLANS (average)
LTE 3G LTE 3G
7,3
8,4
> 10 GB
5-10 GB 4,4
4,4
2-5 GB 5,0
4,8
<= 2GB
2H14 2H15
> 10 GB 0,2
0,2
5-10 GB 9,5
8,3
2-5 GB 21,5
21,5
<= 2GB
98 Tariff Plans Benchmarking – 2H15
R² = 0.6567
R² = 0.7289
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
45 €
50 €
0 1 2 3 4 5 6
Zain Mobily STC
DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Kingdom of Saudi Arabia (KSA) - Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Competitive price startegy:
No retention 1 month postpaid/prepaid plans
only for internet devices (keys, tablets, etc.)
More conservative pricing strategy with:
2GB plan priced at 55SAR vs. 40 for Zain
5GB plan priced at 90SAR vs. 70 for Zain
Overall prices in line with market trendline
Competitive price strategy:
No retention 1 month postpaid/prepaid plans
only for internet devices (keys, tablets, etc.)
Offers extra GB to be used off peak times
Option giving access to a national network of
3.000 WiFis for an activation cost of extra 100
SAR/mth (free for fixed line clients)
Competitive pricing strategy:
No retention 1 month postpaid/prepaid plans
only for internet devices (keys, tablets, etc.)
Overall prices below market trendline
Sample: Mobility, STC, Zain
Note: plans with larger GB data allowances were excluded for comparability
reasons, as they are only available on a multi-monthly basis
-8.41 83%
171%
MNO market share
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
GB Unlimited
Plan Price
‘13
41% 40%
‘14 ‘13
15% 18%
‘14 ‘13
43% 43%
‘14
Monthly plans for
internet devices only
Mobily and Zain
Zain has a more aggressive pricing strategy
(up to 30% difference in prices) on the
same data allowances - 2GB and 5GB
KSA Market
Fairly static market, only one plan
dismissed over the semester
Homogeneus pricing across
competitors, except for Zain, holding
a more aggressive pricing strategy
STC
Only operator
offering an unlimited
monthly plan for
internet devices
Mobily
Consistently in line with market
prices, as evidenced by most its
plans laying on the market trendline
STC
Offers extra GB – 2 for 3GB plan and 3 for 6GB plan -
to be used during off peak times (2 am – 8 am)
99 Tariff Plans Benchmarking – 2H15
2H14 2H15
4G 11.1 10.5
3G
4G 6.6 6.6
3G
4G 4.8 4.8
3G
4G 8.4 7.3
3G
Operator
Average
2H14 2H15
4G 6.7 6.1
3G
4G 4.3 4.3
3G
4G 3.3 3.3
3G
4G 4.8 5.0
3G
Operator
Average
2H14 2H15
4G 4.4 4.4
3G
4G
3G
4G
3G
4G 4.4 4.4
3G
Operator
Average
2H14 2H15
4G N/A N/A
3G
4G
3G
4G
3G
4G N/A N/A
3G
Operator
Average
Analyzed Plans
DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included
3 Kingdom of Saudi Arabia (KSA) - Data Plans
Sample: Mobility, STC, Zain
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
1 1
21
1
1
1
1
5
2 2
2-5 GB
<=2 GB 5-10 GB
>10 GB
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
Eu
ro/G
B
GB
€/GB
Unlimited
R² = 0.7886
R² = 0.7286
0 €
2 €
4 €
6 €
8 €
10 €
12 €
14 €
0 1 2 3 4 5 6
Mobily STC Zain
KSE Market
Fairly static market, with only one plan
dismissed over the semester
Quite rational and generally alligned, except for
Zain with a more aggressive pricing strategy
-8.41 83%
171%
100 Tariff Plans Benchmarking – 2H15
R² = 0.9332
R² = 0.7241
0 €
20 €
40 €
60 €
80 €
100 €
120 €
140 €
160 €
180 €
200 €
220 €
240 €
0 1 2 3 4 5 6 7 8 9 10
Zain Mobily STC
VOICE + DATA PLANS with no Unlimited Voice (1.000+ off-net) and Device not included:
Strategy, prices and GB included in the offers analysis
3 Kingdom of Saudi Arabia (KSA) - Voice + Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Competitve price strategy, with the new
‘’unlimited internet’’ voice+data offer
STC introduced a new plan with ‘’unlimited
internet’’ and several perks like:
Possibility to share data with multiple SIMs
Free Vanity number
Free Blackberry service
International calls and data included
Discounts on device with 12 monthts contract
Competitive price strategy with a mid-sized data
bundle and generous on-net allowances
Mobily is offering an ‘’open internet’’ plan
including several services such as:
Possibility to share features (data, minutes,
sms) with other “Wajid” subscribers
Free Vanity number
Free Whatsapp and Blackberry service
Discounts on device with 12 months contract
Competitive price strategy with 1 large offer
(1TB) and 3 mid-sized data offers (5 and 10GB)
Zain offers several additional advanteges like:
Free Vanity number
Free extra-SIMs to share data (same number)
Discounts on international calls
Discounts on device with 12 months contract
‘’Shabab Nitro’’ voice + data plan also
includes unlimited YouTube browsing
Sample: Mobility, STC, Zain
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer Plan Price
MNO market share
‘13
41% 40%
‘14 ‘13
15% 18%
‘14 ‘13
43% 43%
‘14
Unlimited
STC
Introduced a new
voice+data plan with
‘’unlimited internet’’
at the same price of
Zain’s 1TB offer
GB
1000
Zain
Offers one of the
highest allowances
on any market with
1TB data and
several VASs
KSE Market
Fairly homogeneus offers across competitors
with two main plan groups (medium and very
large allowance), both postpaid.
Limited number of voice+data plans with large
voice allowances (1.000+ off-net minutes)
Zain
Offers three voice + data plans in the 5 to 10GB range:
‘’X-LARGE’’ @400 SAR, includes 10GB, 1.200 offnet min & unlimited SMS
‘’Mazaya Elite’’ @450 SAR, includes 5GB data but more min (1.000 off-net
and 3.000 on-net)
‘’Shabab Nitro’’ @249 SAR with 10 GB but least min(1k offnet) and no SMS
Mobily
Wajid Extra plan with 10GB fair usage policy and a competitive pricing
considering the several services included (1.000 off-net and 10.000 on-net
minutes, features sharing among Wajiid subscribers, vanity number, etc.)
-8.41 83%
171%
101 Tariff Plans Benchmarking – 2H15
2H14 2H15
4G
3G
4G
3G
4G
3G
4G
3G
Operator
Average
2H14 2H15
4G
3G
4G
3G
4G 21.5 21.5
3G
4G 21.5 21.5
3G
Operator
Average
2H14 2H15
4G
3G
4G 9.5 9.5
3G
4G 9.6 7.8
3G
4G 9.5 8.3
3G
Operator
Average
2H14 2H15
4G
3G
4G
3G
4G 0.2 0.2
3G
4G 0.2 0.2
3G
Operator
Average
R² = 0.9968
R² = 0.9771
0 €
5 €
10 €
15 €
20 €
25 €
0 2 4 6 8 10
Zain Mobily STC
VOICE + DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included Analyzed Plans
3 Kingdom of Saudi Arabia (KSA) - Voice + Data Plans
Sample: Mobility, STC, Zain
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
1
2
1
1
1
4
1 1
2-5 GB
5-10 GB
>10 GB
Eu
ro/G
B
€/GB
GB
Unlimited 1000
-8.41 83%
171%
102 Tariff Plans Benchmarking – 2H15
3 Kuwait - Country Summary
In spite of being an example of 3 MNOs Middle Eastern market, the higher level of competition is not shown to have a strong
diminishing effect on pricing , which is similarly high as in other Middle Eastern markets with 2 players
Widely differentiated market for ‘’data only’’ tariffs, with small allowances, often prepaid, available for on-the-go use and larger
allowances available for at-home use
Very high voice+data tariffs with respect to other markets, highly voice driven, with all MNOs demanding a significant price
premium for unlimited local minutes, and relatively low premiums for large data allowances
COUNTRY SUMMARY: main indicators of the country
Source: EMIS Intelligence, Arthur D. Little Analysis
Eu
ro/G
B
DATA PLANS (average) VOICE + DATA PLANS (average)
LTE 3G LTE 3G
<= 2GB 14,8
> 10 GB 0,6
0,4
5-10 GB 3,5
3,0
2-5 GB 5,2
4,4
2H14 2H15
> 10 GB 2,8
1,8
5-10 GB 18,9
18,9
2-5 GB
<= 2GB
4,9
9,9
Kuwait
n.a.
EUR Adjusted
Big Mac Index
MNOs market
share (’14)
Mobile
penetration Population
218% 32%
33%
35%
4M
103 Tariff Plans Benchmarking – 2H15
DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Kuwait - Data Plans
Plans distribution by Price and GB included
Plan Price
GB
Sample: Ooredoo, Viva, Zain
n.a. 68%
218%
MNO market share
Str
ate
gy o
utl
ine
Competitive pricing
Small data bundles available as prepaid
Large data bundles available as postpaid
Prepaid Eezee tariffs include unlimited data over
the weekend
Unlimited gaming data available on 1TB postpaid
plan for extra 3KD
Competitive pricing on 4G+ offers, above
market pricing on MyNet offers
Two offer lines
- 4G+ to be only used for data lines (cheaper)
- MyNet to be used on voice lines (expensive)
Includes several value added services, like 3
months of free music streaming or the possibility
to share data with additional devices
Competitive pricing
Small data bundles available as prepaid
Large data bundles available as postpaid, with
daily caps
Free social media package included in smaller
prepaid offers
Unlimited offers available for both prepaid and
postpaid tariffs (fair use policy applies)
33%
‘14
32%
‘14
35%
‘14
Unlimited
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
R² = 0.7707
R² = 0.7209
0 €
10 €
20 €
30 €
40 €
50 €
60 €
70 €
80 €
0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150
Viva Ooredoo Zain
300 500 1000
Kuwait Market: Very large data allowances to be employed for at-home use Smaller allowances, available as prepaid, for on-the-go use
Zain
- Shifted its 16KD plan from 30 to 500GB
- Generally largely increased allowances
with a strong reduction on €/GB
Viva
- Shifted its 13KD plan from 150 to500GB
- Only operator offering unlimited data
allowance (yet, with fair use policy)
Ooredoo
- Introduced 4G+ plans for data lines only
- Above market pricing for voice lines data
104 Tariff Plans Benchmarking – 2H15
2H14 2H15
4G 14.8
3G
4G
3G 9.9
4G 14.8
3G
4G 14.8
3G 9.9
Operator
Average
2H14 2H15
4G 4.9
3G
4G 5.2 5.2
3G 4.9
4G 3.0
3G
4G 5.2 4.4
3G 4.9Average
Operator 2H14 2H15
4G 3.9
3G
4G 3.0 3.0
3G
4G
3G
4G 3.5 3.0
3GAverage
Operator 2H14 2H15
4G 0.8 0.4
3G
4G 0.6 0.4
3G
4G 0.2 0.6
3G
4G 0.6 0.4
3GAverage
Operator
R² = 0.9692
R² = 0.9741 0 € 1 € 2 € 3 € 4 € 5 € 6 € 7 € 8 € 9 €
10 € 11 € 12 € 13 € 14 € 15 €
0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150
Viva Ooredoo Zain
DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included
3 Kuwait - Data Plans
Sample: Ooredoo, Viva, Zain
Analyzed Plans
n.a. 68%
218%
8
57
1 12
1
11
6
8
2-5 GB
5-10 GB
>10 GB
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
Eu
ro/G
B
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
Unlimited 300 500 1000 GB
€/GB
105 Tariff Plans Benchmarking – 2H15
R² = 0.9891
R² = 0.8071
0 € 20 € 40 € 60 € 80 €
100 € 120 € 140 € 160 € 180 € 200 € 220 € 240 € 260 €
0 50 100 150 200 250 300 350 400 450 500
Ooredoo Viva Zain Zain Prepaid
VOICE + DATA PLANS with no Unlimited Voice (1.000+ off-net) and Device not included:
Strategy, prices and GB included in the offers analysis
3 Kuwait - Voice + Data Plans
Plans distribution by Price and GB included
Plan Price
Sample: Ooredoo, Viva, Zain MNO market share
n.a. 68%
218%
GB
Unlimited
Str
ate
gy o
utl
ine
Slightly premium priced and highly diversified
offering
Pricing somewhat above market average for its
voice + data offering, but wide differentiation for
its unlimited voice packages:
- Widest choice in data allowances (8GB, 30GB,
300Gb or 500GB)
- Only MNO offering unlimited voice prepaid plan
Competitive offering with many value added
services
Shifted data bundle for its voice+data plan from
unlimited(w/ unspecified fair use policy) to 300GB
MNO offering the most value added services on
the market, including:
- International roaming included + discounts
- 3 free months of music streaming
- Internet sharing on up to 4 lines
Competitive offering with unlimited data
package (fair use policy applies)
No unlimited voice allowance + data available;
5000 minutes plan included in the analysis
Several value added services, including:
- International roaming
- possibility to subscribe to family plans
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
Zain
- Shifted its 60KD plan from 80 to 300GB
- Shifted its 65KD plan from 300 to 500GB
- Only operator offering prepaid unlimited
voice + data plan
Kuwait Market: Very high pricing and very large allowances for unlimited voice + data Voice driven market with pricing only marginally affected by data bundles
Ooredoo
Shifted, for the same price,
the data bundle from
unlimited (with unspecified
fair use policy) to 300GB
Viva
Only operator
offering unlimited
data allowance (yet,
with fair use policy)
33%
‘14
32%
‘14
35%
‘14
106 Tariff Plans Benchmarking – 2H15
2H14 2H15
4G
3G
4G
3G
4G
3G
4G
3G
Operator
Average
2H14 2H15
4G
3G
4G
3G
4G
3G
4G
3GAverage
Operator 2H14 2H15
4G 18.9 18.9
3G
4G
3G
4G
3G
4G 18.9 18.9
3GAverage
Operator 2H14 2H15
4G 2.8 2.2
3G
4G 0.6
3G
4G
3G
4G 2.8 1.8
3GAverage
Operator
R² = 0.9999 R² = 0.9995
0 €
5 €
10 €
15 €
20 €
25 €
0 50 100 150 200 250 300 350 400 450 500
Viva Ooredoo Zain Zain Prepaid
VOICE + DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included
3 Kuwait - Voice + Data Plans
€/GB
n.a. 68%
218%
Unlimited
GB
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
Sample: Ooredoo, Viva, Zain
Analyzed Plans
3
1 11
1 1
4
5-10 GB >10 GB
Eu
ro/G
B
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
107 Tariff Plans Benchmarking – 2H15
3 Oman - Country Summary
Oman
Low level of competition due to the presence of only 2 main MNOs in the market
Highly static tariff landscape with no significant differentiation between operators or across semesters
Future pricing and differentiation are expected to be driven by advanced network services and Value Added Services
n.a.
EUR Adjusted
Big Mac Index
MNOs market
share (’14)
Mobile
penetration Population
156%
Source: EMIS Intelligence, Arthur D. Little Analysis
Others
12%
41% 47%
COUNTRY SUMMARY: main indicators of the country
4M
Eu
ro/G
B
DATA PLANS (average) VOICE + DATA PLANS (average)
LTE 3G LTE 3G
> 10 GB 4,9
4,4
5-10 GB 6,0
6,0
2-5 GB 7,5
7,5
<= 2GB 11,6
11,6
2H14 2H15
> 10 GB
5-10 GB
2-5 GB 23,6
<= 2GB 67,4
22,2
108 Tariff Plans Benchmarking – 2H15
R² = 0.997
R² = 0.9967
0 €
20 €
40 €
60 €
80 €
100 €
120 €
140 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Ooredoo Omantel
DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Oman - Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Sample: Omantel, Ooredoo
n.a. 88%
156%
MNO market share
Ooredoo
Entered large bundle market with a
competitive 30GB tariff available both
as postpaid and prepaid (Omantel
only offers postpaid for 30GB)
Oman Market:
- Highly static tariff landscape
- Almost entirely matching offers by the 2 MNOs in terms of pricing
- No differentiation based on post / pre-paid or 3G / LTE
Only considerable price differentiation
in the market between large data offers
Simple and complete offer portfolio:
Linear pricing, undifferentiated between pre and
postpaid
Portfolio matching Ooredoo’s and covering all
major data volumes
Network speed reaches up to 100 Mbps
Only minor value added services included such
as mobile directory for different establishments
and a free Ramadan app
Simple and complete offer portfolio:
Linear pricing, undifferentiated between pre and
postpaid
Portfolio matching Omantel’s and covering all
major data volumes
Only pricing difference represented by 30GB
offer, which is positioned at a lower pricing point
than Omantel’s
Two months of free music streaming included
‘13 ‘14 ‘13 ‘14
41% 48%
Overlapping prices in plans offered at
the 1GB and 3GB data allowances
41% 47%
Plan Price
GB
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
109 Tariff Plans Benchmarking – 2H15
R² = 0.9819
R² = 0.9824
0 €
2 €
4 €
6 €
8 €
10 €
12 €
14 €
0 5 10 15 20 25 30
Ooredoo Omantel
2H14 2H15
4G 11.6 11.6
3G
4G 11.6 11.6
3G
4G 11.6 11.6
3GAverage
Operator 2H14 2H15
4G 7.4 7.4
3G
4G 7.8 7.8
3G
4G 7.5 7.5
3GAverage
Operator2H14 2H15
4G 5.8 5.8
3G
4G 6.1 6.1
3G
4G 6.0 6.0
3GAverage
Operator 2H14 2H15
4G 4.9 4.9
3G
4G 3.8
3G
4G 4.9 4.4
3GAverage
Operator
DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included Analyzed Plans
3 Oman - Data Plans
Sample: Omantel, Ooredoo
GB
€/GB
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
Eu
ro/G
B
Oman Market:
Very limited changes within existing offers
Ooredoo
€/GB in its new 30GB large bundle offer
n.a. 88%
4
2
24
2 2
2 2
10 10
<=2 GB
2-5 GB
5-10 GB
>10 GB
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
156%
110 Tariff Plans Benchmarking – 2H15
R² = 1
R² = 0.9603
0 €
10 €
20 €
30 €
40 €
50 €
60 €
70 €
80 €
90 €
100 €
0 1 2 3 4 5 6
Omantel Ooredoo
VOICE + DATA PLANS with no Unlimited Voice (1.000+ off-net) and Device not included:
Strategy, prices and GB included in the offers analysis
3 Oman - Voice + Data Plans
Plans distribution by Price and GB included
Sample: Omantel, Ooredoo
Str
ate
gy o
utl
ine
MNO market share
Ooredoo
- Discontinued small Nojoomi 1 and 3GB offers
- Remaining plan has a lower pricing than Omantel’s,
but includes lower data allowance (3GB vs. 5GB )
and minute allowance (1500 vs. unlimited)
Intermediate strategy:
Price premium for 5GB and unlimited calls
Network speed reaches up to 100 Mbps
Minor OTT and VAS like a mobile directory for
different establishments and a free Islamic
Ramadan app included
Twin sim service: allows the to use of the GSM
number in two separate devices
Top ‘’voice + data plan’’ offers limited minutes
but several value added services:
Single postpaid plan with 3GB and 1500 minutes
Allowance complemented by10GB extra data and
2500 extra minutes during weekends
Competitive price, also in light of VAS, e.g.:
- Exclusive mobile content portal
- Priority customer service
- Two months of free music streaming included
‘13
41%
‘14 ‘13
48%
‘14
n.a. 88%
41% 47%
Plan Price
GB
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
Oman Market:
- Highly static tariff landscape
- Very limited offer of data + large voice tariffs with only
2 tariffs offered by the 2 operators (one per MNO)
156%
111 Tariff Plans Benchmarking – 2H15
2H14 2H15
4G 18.1 18.1
3G
4G 26.4 26.4
3G
4G 23.6 22.2
3GAverage
Operator
R² = 1 R² = 0.9981
0 €
10 €
20 €
30 €
40 €
50 €
60 €
70 €
80 €
0 1 2 3 4 5 6
Ooredoo Omantel
2H14 2H15
4G
3G
4G 67.4
3G
4G 67.4
3GAverage
Operator 2H14 2H15
4G
3G
4G
3G
4G
3GAverage
Operator 2H14 2H15
4G
3G
4G
3G
4G
3GAverage
Operator
VOICE + DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included
3 Oman - Voice + Data Plans
Sample: Omantel, Ooredoo
€/GB
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
Eu
ro/G
B
Oman Market:
Very limited choice in large voice
+ data plans, now narrower after
discontinued plans
n.a. 88%
Analyzed Plans
GB
1 1
2-5 GB
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
156%
112 Tariff Plans Benchmarking – 2H15
3 Qatar - Country Summary
Qatar
Dynamic tariff landscape
Pricing is comparatively very high with respect to other Middle Eastern countries
Simple offer strategy (Ooredoo) vs. diversified offer strategy (Vodafone - entertainment products included in offers)
VIP services and priority customer service provided by both Ooredoo and Vodafone
EUR Adjusted
Big Mac Index
MNOs market
share (’14)
Mobile
penetration Population
184% 34%
66%
COUNTRY SUMMARY: main indicators of the country
2M
Source: EMIS Intelligence, Arthur D. Little Analysis
n.a.
Eu
ro/G
B
DATA PLANS (average) VOICE + DATA PLANS (average)
LTE 3G LTE 3G
> 10 GB
5-10 GB 3,9
3,9
2-5 GB 6,6
6,6
<= 2GB 13,1
13,1
3,0
3,4
2H14 2H15
50,7
> 10 GB 16,4
16,4
5-10 GB 30,7
17,4
2-5 GB 36,9
53,3 <= 2GB
113 Tariff Plans Benchmarking – 2H15
DATA PLANS: Strategy, prices and GB included in the offers analysis
3 Qatar - Data Plans
Plans distribution by Price and GB included
Plan Price
GB
Sample: Oooredoo, Vodafone
Str
ate
gy o
utl
ine
Simple offer strategy:
Mostly matching Vodafone’s strategy
Overlapping price proposition for pre vs. postpaid
offers
Products across the major data volumes with
premium unlimited data offers
No additional services
Diversified offer strategy:
Mostly matching Ooredoo’s strategy
Different price proposition for pre vs. postpaid
offers
Introduced new ‘’unlimited’’ data offer
Products across the major data volumes
Entertainment products included
‘13
33% 34%
‘14 ‘13
66% 66%
‘14
Unlimited
n.a. 100%
184%
MNO market share
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
R² = 0.9339 R² = 0.9535
0 €
10 €
20 €
30 €
40 €
50 €
60 €
70 €
80 €
90 €
100 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Vodafone Ooredoo
60
Large Plans
- Vodafone introduced and
unlimited data plan at the same
price of Ooredoo’s
- They are both subject to Fair
Usage policy with Vodafone’s FUP
cap explicitely stated to be 60GB
Qatar Market: Vodafone postpaid offer as well as Ooredoo’s pre and postpaid tariffs are mostly overlapping Pricing is comparatively very high with respect to other countries
Vodafone
As opposed to Ooredoo, has
a differentiated proposition for
prepaid vs. postpaid tariffs
114 Tariff Plans Benchmarking – 2H15
2H14 2H15
4G 14.8 14.8
3G
4G 12.3 12.3
3G
4G 13.1 13.1
3GAverage
Operator 2H14 2H15
4G 6.6 6.6
3G
4G 6.6
3G
4G 6.6 6.6
3GAverage
Operator 2H14 2H15
4G 4.1 4.1
3G
4G 3.8 3.8
3G
4G 3.9 3.9
3GAverage
Operator 2H14 2H15
4G 3.3 3.3
3G
4G 3.4 3.0
3G
4G 3.4 3.0
3GAverage
Operator
R² = 0.9314
R² = 0.9493
0 €
2 €
4 €
6 €
8 €
10 €
12 €
14 €
16 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Vodafone Ooredoo
DATA PLANS: Price per GB analysis
3 Qatar - Data Plans
Sample: Oooredoo, Vodafone
Eu
ro/G
B
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
Analyzed Plans Plans distribution by Price per GB and GB included
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
21
1
1
2
1
4
2
9
5
2-5 GB
5-10 GB <=2 GB
>10 GB €/GB
n.a. 100%
184%
GB Unlimited 60
115 Tariff Plans Benchmarking – 2H15
VOICE + DATA PLANS with no Unlimited Voice (1.000+ off-net) and Device not included:
Strategy, prices and GB included in the offers analysis
3 Qatar - Voice + Data Plans
Plans distribution by Price and GB included
Plan Price
GB
Sample: Oooredoo, Vodafone
Str
ate
gy o
utl
ine
Premium strategy:
Generally and comparatively very high tariffs,
mostly in line or overlapping with Vodafone
Several VAS and perks including: priority
customer service incoming and outbound calls
when roaming, etc.
10x data promotion for first month of subscription
Shahry SuperPack entry level plan cheapest
‘’unlimited voice + data’’ plan on the market
Premium strategy:
Generally and comparatively very high tariffs,
mostly in line or overlapping with Ooredoo
Several VAS and perks including: star number,
family discounts, incoming and outbound calls
when roaming, parking valet airport lounge, etc.
Red VIP most expensive plan on the market with
largest allowance and several VIP services
(including concierge, etc.)
‘13
33% 34%
‘14 ‘13
66% 66%
‘14
n.a. 100%
184%
MNO market share
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer
R² = 0.923
R² = 0.8677
0 €
50 €
100 €
150 €
200 €
250 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Vodafone Ooredoo
Ooredoo
Premium price on
6 GB postpaid offer
Vodafone
Offers the largest bundle on
the market with 15GB.
Whereas Ooredoo's largest
plan includes 10GB of data
Qatar Market: Vodafone and Ooredoo’s tariffs are mostly overlapping Pricing is comparatively very high with respect to other countries
116 Tariff Plans Benchmarking – 2H15
2H14 2H15
4G 49.2 49.2
3G
4G 52.3 61.5
3G
4G 50.7 53.3
3GAverage
Operator 2H14 2H15
4G 36.9
3G
4G
3G
4G 36.9
3GAverage
Operator 2H14 2H15
4G 30.7 18.4
3G
4G 30.7 16.4
3G
4G 30.7 17.4
3GAverage
Operator 2H14 2H15
4G
3G
4G 16.4 16.4
3G
4G 16.4 16.4
3GAverage
Operator
VOICE + DATA PLANS: Price per GB analysis
3 Qatar - Voice + Data Plans
Sample: Oooredoo, Vodafone
Eu
ro/G
B
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
Analyzed Plans Plans distribution by Price per GB and GB included
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
€/GB
n.a. 100%
184%
GB
R² = 0.8145
R² = 0.8397
0 €
10 €
20 €
30 €
40 €
50 €
60 €
70 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Vodafone Ooredoo
2
2
1
1
2
4 4
2-5 GB >10 GB
5-10 GB
117 Tariff Plans Benchmarking – 2H15
COUNTRY SUMMARY: main indicators of the country
Source: EMIS Intelligence, Arthur D. Little Analysis
Eu
ro/G
B
DATA PLANS (average) VOICE + DATA PLANS (average)
LTE 3G LTE 3G
> 10 GB
5-10 GB 7,9
6,3
2-5 GB 12,2
10,9
<= 2GB 24,3
18,9
4,0
5,1
2H14 2H15
> 10 GB
5-10 GB 24,4
24,4
2-5 GB 36,6
36,6
<= 2GB 61,0
36,6
Unites Arab
Emirates
No full-fledged competition results in operators’ plans mostly matching in terms of pricing and data allowances
Decreasing pricing trend despite tariffs remaining high with respect to different markets
LTE currently advertised only with data plans (Du: only highest capacity data plan). No 3G vs LTE differentiation.
Shared data packages available (monetization is through monthly charges for extra SIMs)
Prices may decrease due to MNP made available in 2014, with both operators stepping up their marketing activities
n.a.
EUR Adjusted
Big Mac Index
MNOs market
share (’14)
Mobile
penetration Population
9M
177% 46% 54%
3 Unites Arab Emirates (UAE) - Data Plans
118 Tariff Plans Benchmarking – 2H15
R² = 0.956
R² = 0.9137
0 €
50 €
100 €
150 €
200 €
250 €
300 €
350 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
du Etisalat
Str
ate
gy o
utl
ine
Competitive price strategy on a wider choice of
monthly bundles (13 plans):
Postpaid: 1,3,5,10, 20 and unlimited(FUP 50GB)
Prepaid: 2,6,10,14,20,40,50GB after Double Data
‘’Global data’ offer (unreported) provides roaming
data and local Wifi access in addition to local data
‘’Unlimited social’’ offers (unreported) priced at
49 AED per month
Option to access International eWifi available
Competitive price strategy with a smaller choice
of monthly bundles (7 plans):
Du offers a smaller range of bundles (1,2,5,6,
10,20,25GB) than Etisalat always overlying
both in pricing and data allowances
‘’Unlimited social’’ offer (unreported) with
uncapped use of facebook, whatsapp and other
social apps for only 40AED per month
Free cinema tickets & transportation e-ticketing
‘13
45% 46%
‘14 ‘13
53% 54%
‘14
DATA PLANS: Strategy, prices and GB included in the offers analysis
Plans distribution by Price and GB included
MNO market share
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer Plan Price
3 Unites Arab Emirates (UAE) - Data Plans n.a. 100%
177%
Sample: Du, Etisalat
GB 50 40
Du
200AED plan from 4GB to
5GB for the same price
UAE Market
MNOs’ data plans mostly matching in terms of pricing and data allowances
A temporary ‘‘double data’’ promotion was launched by both operators,
and has reduced average market tariffs over the last semester
Tariffs are shown as after ‘’Double Data’’ option activation
Etisalat
Shared data packs (5, 20, 50GB),
previously available at a premium,
are no longer on the market
119 Tariff Plans Benchmarking – 2H15
2H14 2H15
4G 24.1 18.9
3G
4G 24.4 19.0
3G
4G 24.3 18.9
3GAverage
Operator 2H14 2H15
4G 12.1 12.1
3G
4G 12.2 9.8
3G
4G 12.2 10.9
3GAverage
Operator 2H14 2H15
4G 8.5 6.7
3G
4G 7.3 5.5
3G
4G 7.9 6.3
3GAverage
Operator 2H14 2H15
4G 5.2 3.9
3G
4G 4.9 4.3
3G
4G 5.1 4.0
3GAverage
Operator
DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
GB
€/GB
3 Unites Arab Emirates (UAE) - Data Plans
Sample: Du, Etisalat
50 40
UAE Market
Double data promotions reduced average pricing per
GB over the last semester
Price per GB analysis shows a very rational market
Pricing is generally alligned between the two operators
and decreases proportionally as allowances increase
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
Eu
ro/G
B
Analyzed Plans
42
6
2
33
1
8
14
1
5-10 GB <=2 GB
>10 GB 2-5 GB
R² = 0.9031
R² = 0.8954
0 €
5 €
10 €
15 €
20 €
25 €
30 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
du Etisalat
n.a. 100%
177%
120 Tariff Plans Benchmarking – 2H15
R² = 0.95
R² = 0.9661
0 €
50 €
100 €
150 €
200 €
250 €
300 €
0 1 2 3 4 5 6 7 8 9 10
du Etisalat
VOICE + DATA PLANS with no Unlimited Voice (1.000+ off-net) and Device not included:
Strategy, prices and GB included in the offers analysis
Plans distribution by Price and GB included
Dec’14 Dec’15 Postpaid Prepaid Old offer 3G LTE New offer Plan Price
MNO market share
GB
3 Unites Arab Emirates (UAE) - Voice + Data Plans
Sample: Du, Etisalat
Str
ate
gy o
utl
ine
Competitive price strategy, homogeneus offer with respect
to competitor, and two main plan categories:
Smart Plan, available in the 600 (4GB) and 1000 (10GB)
versions and including flexible minutes
Emirati Plan, same version but including national minute
Free calls to preferred number 300, 600 or 1.000 minutes
depending on the plan
Other Value Added Services: Vanity Number (with premium
bundle and 24 months retention)
Competitive price strategy, homogeneus offer with respect
to competitor, and two main plan categories:
Smart Plans including 1.200 (Smart 600) or 2.500 (Smart
1000) flexible minutes to use nationally or internationally
Emirati Plan including 1.200 (Smart 300), 2.400 (Emirati
600) or 5.000 (Emirati 1000) local minutes
Other VAS: up to 5 extra SIMs (same number); Vanity
Number (24 months retention); preferred number minutes
10GB-1.000 local min available with 12 mts commitment
‘13
45% 46%
‘14 ‘13
53% 54%
‘14
UAE Market
Very homogenues market, with offers by the 2 operators matching in terms of allowance, price and name
Plans available in Emirati (local minutes) or Smart version (flexible minutes to use locally or internationally)
All postpaid plans coming with 2GB (300 AED) 4GB (600 AED) or 10GB (1.000 AED) with no commitment
Du increases data allowances by 10 extra GB for customers committing 12 months to a Data Promotion
Both operators increase allowances by 15 GB for customers committing 24 months to a Premium Bundle
Du
Dismissed Emirati 250 and 500. Introduced new
Emirati plans, with higher GB allowances
Monthly plans only
n.a. 100%
177%
121 Tariff Plans Benchmarking – 2H15
2H14 2H15
4G 36.6
3G
4G 36.6
3G
4G 61.0 36.6
3GAverage
Operator 2H14 2H15
4G 36.6
3G
4G 36.6 36.6
3G
4G 36.6 36.6
3GAverage
Operator 2H14 2H15
4G 24.4
3G
4G 24.4 24.4
3G
4G 24.4 24.4
3GAverage
Operator 2H14 2H15
4G
3G
4G
3G
4G
3GAverage
Operator
R² = 0.9166
R² = 0.8314 20 €
30 €
40 €
50 €
60 €
70 €
80 €
0 1 2 3 4 5 6 7 8 9 10
du Etisalat
VOICE + DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included Analyzed Plans
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
3G
LTE
Dec’14
Dec’15
Postpaid
Prepaid
Old offer
New offer
2 2
1 1
22
5 5
>10 GB
5-10 GB <=2 GB
2-5 GB
Eu
ro/G
B
€/GB
3 Unites Arab Emirates (UAE) - Voice + Data Plans
Sample: Du, Etisalat
UAE Market
Price per GB analysis shows a rational market
Dismissed plans had high AED/GB ratios, which
contributed to decrease the average price/GB level
GB
n.a. 100%
177%
122 Tariff Plans Benchmarking – 2H15
BACKUP
123 Tariff Plans Benchmarking – 2H15
DATA PLANS: Analyzed plan detail
Austria - Data Plans
Sample: T-Mobile, 3 Austria, A1
Note: Tariffs updated to end of October 2015
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
A1 Mobil-Internet Large 5 12,9 12,90 2,58 3G 7 Mbps Postpaid Monthly
A1 Net Cube-Internet S 40 19,9 19,90 0,50 3G 20 Mbps Postpaid Monthly
A1 Net Cube-Internet M 60 29,9 29,90 0,50 4G 50 Mbps Postpaid Monthly
A1 Net Cube-Internet L 100 49,9 49,90 0,50 4G 150 Mbps Postpaid Monthly
A1 Mobil Breitband Premium 35 59,9 59,90 1,71 4G 300 Mbps Postpaid Monthly
MY NET2GO 15 20.99 20.99 1.40 4G 50 Mbps Postpaid Monthly
SURFKLAX 5 GB 5 10.00 10.00 2.00 3G 3,6 Mbps Prepaid Monthly
SURFKLAX 10 GB 10 15.00 15.00 1.50 3G 3,6 Mbps Prepaid Monthly
SURFKLAX LTE 10 15.00 15.00 1.50 4G 10 Mbps Prepaid Monthly
Hui Sim 1 GB 1 4.00 4.00 4.00 3G 4 Mbps Postpaid Monthly
Hui Sim 9 GB 9 9.00 9.00 1.00 3G 4 Mbps Postpaid Monthly
Hui SIM 20GB 20 15.00 15.00 0.75 3G 10 Mbps Postpaid Monthly
Nimm3 Internet 1GB 1 6.00 6.00 6.00 3G 4 Mbps Prepaid Monthly
Nimm3 Internet 6GB 6 12.00 12.00 2.00 3G 8 Mbps Prepaid Monthly
Nimm3 Internet 20GB 20 20.00 20.00 1.00 3G 10 Mbps Prepaid Monthly
Nimm3 Internet Flat Unlimited 26.00 26.00 ------- 3G 10 Mbps Prepaid Monthly
Nimm3 Internet LTE Unlimited 35.00 35.00 ------- 4G 30 Mbps Prepaid Monthly
124 Tariff Plans Benchmarking – 2H15
VOICE + DATA PLANS: Analyzed plan detail
Austria - Voice + Data Plans
Sample: T-Mobile, 3 Austria, A1
Note: Tariffs updated to end of October 2015
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
A1 Go! Premium 30 74.90 74.90 2.50 4G 300 Mbps Postpaid Monthly
A1 Go! L 10 54.90 54.90 5.49 4G 150 Mbps Postpaid Monthly
A1 Smart 4G / LTE 10 69.90 69.90 6.99 4G 300 Mbps Postpaid Monthly
A1 Go! M 6 44.90 44.90 7.48 3G 42 Mbps Postpaid Monthly
A1 Go! S 3 34.90 34.90 11.63 3G 21 Mbps Postpaid Monthly
MY MOBILE EXTREME 6 42.99 42.99 7.17 4G 100 Mbps Postpaid Monthly
MY MOBILE TURBO 4 32.99 32.99 8.25 4G 50 Mbps Postpaid Monthly
MY MOBILE LIGHT 2 22.99 22.99 11.50 4G 10 Mbps Postpaid Monthly
HalloSIM Premium 6 40.00 40.00 6.67 4G 150 Mbps Postpaid Monthly
125 Tariff Plans Benchmarking – 2H15
DATA PLANS: Analyzed plan detail
Denmark - Data Plans
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Mobile Broadband 1 GB 1 49 6.57 6.57 4G 150 Mbps Postpaid 6 Months
Mobile Broadband 5 GB 5 99 13.27 2.65 4G 150 Mbps Postpaid 6 Months
Mobile Broadband 15 GB 15 149 19.97 1.33 4G 150 Mbps Postpaid 6 Months
Mobile Broadband 50 GB 50 249 33.37 0.67 4G 150 Mbps Postpaid 6 Months
Mobile Broadband 300 GB 300 349 46.78 0.16 4G 150 Mbps Postpaid 6 Months
Mobile Broadband 5 GB 5 99 13.27 2.65 4G 17-71 Mbps Postpaid 6 Months
Mobile Broadband 15 GB 15 169 22.65 1.51 4G 17-71 Mbps Postpaid 6 Months
Mobile Broadband 100 GB 100 299 40.08 0.40 4G 17-71 Mbps Postpaid 6 Months
4Life Light 5 99 13.27 2.65 4G 17-71 Mbps Postpaid 1 Month
4Life Full 30 199 26.67 0.89 4G 17-71 Mbps Postpaid 1 Month
4Life Premium 100 299 40.08 0.40 4G 17-71 Mbps Postpaid 1 Month
4Life Premium Plus 500 399 53.48 0.11 4G 17-71 Mbps Postpaid 1 Month
Bredbånd 2 60 8.04 4.02 4G 8-35 Mbps Postpaid 1 Month
Bredbånd 5 110 14.74 2.95 4G 8-35 Mbps Postpaid 1 Month
Bredbånd 10 130 17.42 1.74 4G 8-35 Mbps Postpaid 1 Month
Bredbånd 100 200 26.81 0.27 4G 8-35 Mbps Postpaid 1 Month
Bredbånd 200 250 33.51 0.17 4G 8-35 Mbps Postpaid 6 Months
Sample: 3 Denmark, Tele2, Telenor, Telia
Note: Tariffs updated to end of October 2015
126 Tariff Plans Benchmarking – 2H15
VOICE + DATA PLANS: Analyzed plan detail
Denmark - Voice + Data Plans
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Mobile Broadband 1 GB 1 49 6.57 6.57 4G 150 Mbps Postpaid 6 Months
Mobile Broadband 5 GB 5 99 13.27 2.65 4G 150 Mbps Postpaid 6 Months
Mobile Broadband 15 GB 15 149 19.97 1.33 4G 150 Mbps Postpaid 6 Months
Mobile Broadband 50 GB 50 249 33.37 0.67 4G 150 Mbps Postpaid 6 Months
Mobile Broadband 300 GB 300 349 46.78 0.16 4G 150 Mbps Postpaid 6 Months
Mobile Broadband 5 GB 5 99 13.27 2.65 4G 17-71 Mbps Postpaid 6 Months
Mobile Broadband 15 GB 15 169 22.65 1.51 4G 17-71 Mbps Postpaid 6 Months
Mobile Broadband 100 GB 100 299 40.08 0.40 4G 17-71 Mbps Postpaid 6 Months
4Life Light 5 99 13.27 2.65 4G 17-71 Mbps Postpaid 1 Month
4Life Full 30 199 26.67 0.89 4G 17-71 Mbps Postpaid 1 Month
4Life Premium 100 299 40.08 0.40 4G 17-71 Mbps Postpaid 1 Month
4Life Premium Plus 500 399 53.48 0.11 4G 17-71 Mbps Postpaid 1 Month
Bredbånd 2 60 8.04 4.02 4G 8-35 Mbps Postpaid 1 Month
Bredbånd 5 110 14.74 2.95 4G 8-35 Mbps Postpaid 1 Month
Bredbånd 10 130 17.42 1.74 4G 8-35 Mbps Postpaid 1 Month
Bredbånd 100 200 26.81 0.27 4G 8-35 Mbps Postpaid 1 Month
Bredbånd 200 250 33.51 0.17 4G 8-35 Mbps Postpaid 6 Months
Sample: 3 Denmark, Tele2, Telenor, Telia
Note: Tariffs updated to end of October 2015
127 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Bbox Nomad 6Go 6 14.90 14.90 2.48 4G Postpaid 1 Month
Bbox Nomad 26 Go 16 24.90 24.90 1.56 4G Postpaid 1 Month
Bbox Nomad 32 Go 32 39.90 39.90 1.25 4G Postpaid 1 Month
Bbox Nomad Prépayée 6 30.00 30.00 5.00 4G Prepaid 1 Month
Let's go 2 Go 2 9.99 9.99 5.00 4G 223 Mbps Postpaid 1 Month
Let's go 8 Go 8 24.99 24.99 3.12 4G 223 Mbps Postpaid 1 Month
Let's go 20 Go 20 54.99 54.99 2.75 4G 223 Mbps Postpaid 1 Month
la pochette prêt à surfer 2 14.90 14.90 7.45 4G 223 Mbps Prepaid 1 Month
Connecté Partout Starter 1Go 1 7.99 7.99 7.99 4G Postpaid 1 Month
Connecté Partout Starter 5Go 5 14.99 14.99 3.00 4G Postpaid 12 Months
Connecté Partout Starter 10Go 10 19.99 19.99 2.00 4G Postpaid 24 Months
Connecté Partout Starter 15Go 15 39.99 39.99 2.67 4G Postpaid 24 Months
DATA PLANS: Analyzed plan detail
France - Data Plans
Sample: Orange, BouyguesTelecom, SFR, Free
Note: Tariffs updated to end of October 2015
128 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
B&You 24/24 3Go 3 19.99 19.99 6.66 4G Postpaid 1 Month
B&You 24/24 5Go 5 29.99 29.99 6.00 4G Postpaid 1 Month
B&You 24/24 10Go 10 39.99 39.99 4.00 4G Postpaid 1 Month
B&You 24/24 40Go 40 69.99 69.99 1.75 4G Postpaid 1 Month
forfait 19,99€ sans engagement 50 19.99 19.99 0.40 4G Postpaid 1 Month
Origami Zen 1 24.99 24.99 24.99 4G 223 Mbps Postpaid 12 Months
Origami Play 4GB SIM 4 32.99 32.99 8.25 4G 223 Mbps Postpaid 12 Months
Origami Play 8GB SIM 8 39.99 39.99 5.00 4G 223 Mbps Postpaid 12 Months
Origami Jet 12GB SIM 12 49.99 49.99 4.17 4G 223 Mbps Postpaid 12 Months
Origami Jet 20GB SIM 20 69.99 69.99 3.50 4G 223 Mbps Postpaid 12 Months
Sosh forfait 19,99€ 3 19.99 19.99 6.66 4G Postpaid 1 Month
Sosh forfait 24,99€ 5 24.99 24.99 5.00 4G Postpaid 1 Month
Forfaits Starter 1Go 1 19.99 19.99 19.99 4G 112,5
Mbits/s Postpaid 12 Months
Forfaits Power 5Go 5 28.99 28.99 5.80 4G 112,5
Mbits/s Postpaid 12 Months
Forfaits Power 10Go 10 41.99 41.99 4.20 4G 112,5
Mbits/s Postpaid 12 Months
Forfaits Premium 15Go 15 69.99 69.99 4.67 4G 112,5
Mbits/s Postpaid 12 Months
Red 3Go->6Go 6 19.99 19.99 3.33 4G 112,5
Mbits/s Postpaid 1 Month
Red 5Go->10Go 10 25.99 25.99 2.60 4G 112,5
Mbits/s Postpaid 1 Month
VOICE + DATA PLANS: Analyzed plan detail
France - Voice +Data Plans
Sample: Orange, BouyguesTelecom, SFR, Free
Note: Tariffs updated to end of October 2015
129 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
O2 Go + Surf Flat M 1 12,99 12,99 12,99 4G 7.2 Mbps Postpaid 24 Months
O2 Go + Surf Flat L 5 24,99 24,99 5,00 4G 7.2 Mbps Postpaid 24 Months
O2 Go + Surf Flat XL 7,5 34,99 34,99 4,67 4G 21.1 Mbps Postpaid 24 Months
O2 Go + Surf Flat XXL 10 44,99 44,99 4,50 4G 50 Mbps Postpaid 24 Months
O2 Go Prepaid M 1 14,99 14,99 14,99 3G 14.4 Mbps Prepaid 1 Month
O2 Go Prepaid L 5 24,99 24,99 5,00 3G 21.1 Mbps Prepaid 1 Month
O2 Go Prepaid XL 7,5 34,99 34,99 4,67 3G 21.1 Mbps Prepaid 1 Month
Internet L Plus (Music) 0,75 15,00 15,00 20,00 3G 7.2 Mbps Postpaid 24 Months
Internet L 1 15,00 15,00 15,00 3G 7.2 Mbps Postpaid 24 Months
Internet XL Plus (Music) 2 20,00 20,00 10,00 3G 7.2 Mbps Postpaid 24 Months
Internet XL 5 20,00 20,00 4,00 3G 7.2 Mbps Postpaid 24 Months
Internet XXL Plus (Music) 5 25,00 25,00 5,00 3G 7.2 Mbps Postpaid 24 Months
Data Comfort S 1 14,95 14,95 14,95 4G 150 Mbps Postpaid 24 Months
Data Comfort M 2 19,95 19,95 9,98 4G 150 Mbps Postpaid 24 Months
Data Comfort L 5 29,95 29,95 5,99 4G 300 Mbps Postpaid 24 Months
DataGo S 1 14,99 14,99 14,99 4G 225 Mbps Postpaid 24 Months
DataGo M 3 19,99 19,99 6,66 4G 225 Mbps Postpaid 24 Months
DataGo L 6 29,99 29,99 5,00 4G 225 Mbps Postpaid 24 Months
WebSessions S 1 14,99 14,99 14,99 3G 7.2 Mbps Prepaid 1 Month
WebSessions M 3 24,99 24,99 8,33 3G 7.2 Mbps Prepaid 1 Month
WebSessions L 5 34,99 34,99 7,00 3G 7.2 Mbps Prepaid 1 Month
DATA PLANS: Analyzed plan detail
Germany - Data Plans
Sample: T-Mobile, Vodafone, E-plus, O2
Note: Tariffs updated to end of October 2015
130 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
All-in M 1 26.99 26.99 26.99 4G 21,1 Mbps Postpaid 24 Months
All-in L 3 35.99 35.99 12.00 4G 50 Mbps Postpaid 24 Months
All-in XL 5 44.99 44.99 9.00 4G 50 Mbps Postpaid 24 Months
All-in Premium 10 71.99 71.99 7.20 4G 50 Mbps Postpaid 24 Months
O2 Loop Smart All-in 2GB 2 39.99 39.99 20.00 3G 7,2 Mbps Prepaid 1 Month
O2 Loop Smart All-in 5GB 5 49.99 49.99 10.00 3G 21,1 Mbps Prepaid 1 Month
BASE All In 1 25.00 25.00 25.00 3G 7,2 Mbps Postpaid 24 Months
BASE All-In Plus 2 35.00 35.00 17.50 3G 7,2 Mbps Postpaid 24 Months
MagentaMobil M 2 39.95 39.95 19.98 4G 150 Mbps Postpaid 24 Months
MagentaMobil L 4 49.95 49.95 12.49 4G 300 Mbps Postpaid 24 Months
MagentaMobil L Plus 10 79.95 79.95 8.00 4G 300 Mbps Postpaid 24 Months
Vodafone Red 1.5 GB (+ free
0.5GB promotion) 2 32.49 32.49 16.25 4G 225 Mbps Postpaid 24 Months
Vodafone Red 3 GB (+ free 1GB
promotion) 4 42.49 42.49 10.62 4G 225 Mbps Postpaid 24 Months
Vodafone Red 8 GB 8 62.49 62.49 7.81 4G 225 Mbps Postpaid 24 Months
Vodafone Red 20 GB 20 87.49 87.49 4.37 4G 225 Mbps Postpaid 24 Months
VOICE + DATA PLANS: Analyzed plan detail
Germany - Voice +Data Plans
Sample: T-Mobile, Vodafone, E-plus, O2
Note: Tariffs updated to end of October 2015
131 Tariff Plans Benchmarking – 2H15
DATA PLANS: Analyzed plan detail
Ireland - Data Plans
Sample: 3 Ireland, Meteor, O2, Vodafone
Note: Tariffs updated to end of October 2015
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Bill Pay Broadband 3GB 3G 3.00 12.99 12.99 4.33 3G Postpaid 12/18 Mts
Bill Pay Broadband 3GB 4G 3.00 17.98 17.98 5.99 4G Postpaid 12/18 Mts
Bill Pay Broadband 20GB 20.00 26.99 26.99 1.35 4G Postpaid 12/18 Mts
Bill Pay Broadband 60GB 60.00 39.99 39.99 0.67 4G Postpaid 12/18 Mts
Bill Pay Broadband 100GB 100.00 54.99 54.99 2.75 4G Postpaid 12/18 Mts
Bill Pay Broadband 250GB 250.00 69.99 69.99 0.28 4G Postpaid 12/18 Mts
Prepay Broadband 1GB 1.00 15.00 15.00 15.00 3G Prepaid 1 Month
Prepay Broadband 7.5GB 7.50 25.00 25.00 3.33 3G Prepaid 1 Month
Prepay Broadband 20GB 20.00 35.00 35.00 1.75 3G Prepaid 1 Month
Prepay Broadband 1GB 4G 1.00 19.99 19.99 19.99 4G Prepaid 1 Month
Prepay Broadband 7.5GB 4G 7.50 29.99 29.99 4.00 4G Prepaid 1 Month
Prepay Broadband 20GB 4G 20.00 39.99 39.99 2.00 4G Prepaid 1 Month
Mobile Broadband 1GB 1.00 7.99 7.99 7.99 3G Postpaid 1 Month
Mobile Broadband 10GB 10.00 19.99 19.99 2.00 3G Postpaid 1 Month
Performance Pro 10.00 29.99 29.99 3.00 3G Postpaid 12 Months
Simply 4G 15.00 24.99 24.99 1.67 4G Postpaid 12/18/24 Mt
Performance 4G 20.00 29.99 29.99 1.50 4G Postpaid 12/18/24 Mt
Pay As You Go 7.50 20.00 20.00 2.67 4G Prepaid 1 Month
Bill Pay Plan 3G 5GB 5.00 17.27 17.27 3.45 3G Postpaid 12 Months
Bill Pay Plan 3G 20GB 20.00 20.32 20.32 1.02 3G Postpaid 1 Month
Bill Pay Plan 4G 15GB 15.00 14.99 14.99 1.00 4G Postpaid 1 Month
Bill Pay Plan 4G XL 20GB 20.00 19.99 19.99 1.00 4G Postpaid 6 Months
Bill Pay Plan 4G XXL 30GB 30.00 23.99 23.99 0.80 4G Postpaid 6 Months
30 Day Pass 7.50 19.99 19.99 2.67 4G Prepaid 1 Month
132 Tariff Plans Benchmarking – 2H15
VOICE + DATA PLANS: Analyzed plan detail
Ireland - Voice + Data Plans
Sample: 3 Ireland, Meteor, O2, Vodafone
Note: Tariffs updated to end of October 2015
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Flex-Max SIM Only 15.00 44.74 44.74 2.98 - 4G Postpaid 1 Month
Free 4G and All You Can Eat Data 15.00 24.99 24.99 1.67 - 4G Prepaid 1 Month
Super 4G 5.00 24.00 24.00 4.80 - 4G Postpaid 1 Month
Simo Super Deluxe 4G 15.00 31.20 31.20 2.08 - 4G Postpaid 1 Month
Simplicity 7.50 30.00 30.00 4.00 - 4G Prepaid 1 Month
Red 30 Day 1.00 30.00 30.00 30.00 - 4G Postpaid 1 Month
RED 12 Month 5.00 35.00 35.00 7.00 - 4G Postpaid 12 Months
133 Tariff Plans Benchmarking – 2H15
DATA PLANS: Analyzed plan detail
Italy - Data Plans
Sample: 3 ITA, Vodafone, TIM, Wind
Note: Tariffs updated to end of October 2015
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Internet Start 2 10 10.00 10.00 4G 225 Mbps Post/Pre 1 Month
Internet Large 5 20 20.00 20.00 4G 225 Mbps Post/Pre 1 Month
Internet XL 10 30 30.00 30.00 4G 225 Mbps Post/Pre 1 Month
Giga Start 5 10 10.00 10.00 4G 225 Mbps Postpaid 1 Month
Giga Extra 10 20 20.00 20.00 4G 225 Mbps Postpaid 1 Month
Giga Maxi 20 30 30.00 30.00 4G 225 Mbps Postpaid 1 Month
Giga Start 2.5 10 10.00 10.00 4G 225 Mbps Prepaid 1 Month
Giga Extra 5 20 20.00 20.00 4G 225 Mbps Prepaid 1 Month
Giga Maxi 10 30 30.00 30.00 4G 225 Mbps Prepaid 1 Month
Internet 4 GIGA 4 9 9.00 9.00 4G 150 Mbps Postpaid 1 Month
Internet 8 GIGA 8 14 14.00 14.00 4G 150 Mbps Postpaid 1 Month
Internet 14 GIGA 14 19 19.00 19.00 4G 150 Mbps Postpaid 1 Month
Internet No Stop 1 5 5.00 5.00 4G 150 Mbps Prepaid 1 Month
Internet No Stop Large 2 7.5 7.50 7.50 4G 150 Mbps Prepaid 1 Month
Open Internet 3 GIGA 3 9 9.00 9.00 4G 150 Mbps Prepaid 1 Month
Open Internet 6 GIGA 6 14 14.00 14.00 4G 150 Mbps Prepaid 1 Month
Open Internet 12 GIGA 12 19 19.00 19.00 4G 150 Mbps Prepaid 1 Month
Super Internet Plus 4 5 5.00 5.00 4G 100 Mbps Postpaid 1 Month
Web Night 8 15 15.00 15.00 4G 100 Mbps Postpaid 1 Month
Web Night & Day 30 20 20.00 20.00 4G 100 Mbps Postpaid 1 Month
Super Internet Extra 3 5 5.00 5.00 4G 100 Mbps Prepaid 1 Month
134 Tariff Plans Benchmarking – 2H15
VOICE + DATA PLANS: Analyzed plan detail
Italy - Voice + Data Plans
Sample: 3 ITA, Vodafone, TIM, Wind
Note: Tariffs updated to end of October 2015
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
TIM Special Unlimited 4 40 40.00 10.00 4G 225 Mbps Prepaid/
Postpaid 1 Month
RELAX No Tax 3 34 34.00 11.33 4G 225Mbps Postpaid 12 Months
RELAX Completo Family Edition 5 75 75.00 15.00 4G 225Mbps Postpaid 12 Months
Magnum 2 Giga 2 24 24.00 12.00 4G 150 Mbps Postpaid 1 Month
Magnum 4 Giga 4 29 29.00 7.25 4G 150 Mbps Postpaid 1 Month
Magnum 8 Giga 8 35 35.00 4.38 4G 150 Mbps Postpaid 1 Month
Magnum 14 Giga 14 40 40.00 2.86 4G 150 Mbps Postpaid 1 Month
ALL-IN ONE (family) 2 10 10.00 5.00 4G 100 Mbps Prepaid 30 Month
ALL-IN ONE 2 20 20.00 10.00 4G 100 Mbps Prepaid 30 Months
ALL-IN ONE 2 30 30.00 15.00 4G 100 Mbps Prepaid 1 Month
FULL Unlimited 4 20 20.00 5.00 4G 100 Mbps Postpaid 12 Months
FULL Unlimited Plus 8 25 25.00 3.13 4G 100 Mbps Postpaid 12 Months
135 Tariff Plans Benchmarking – 2H15
DATA PLANS: Analyzed plan detail
Netherlands - Data Plans
Sample: KPN, Vodafone, T-Mobile
Note: Tariffs updated to end of October 2015
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Mobile Internet Entry 1.00 17.50 17.50 17.50 4G Postpaid 12 Months
Mobile Internet Standard 5.00 22.50 22.50 4.50 4G Postpaid 12 Months
Mobile Internet Premium 10.00 32.50 32.50 3.25 4G Postpaid 12 Months
KPN Maandtegoed 1 GB 1.00 16.00 16.00 16.00 3G Prepaid 31 days
Start 1.00 15.00 15.00 15.00 4G 225 Mbps Postpaid 12 Months
Basis 3.00 20.50 20.50 6.83 4G 225 Mbps Postpaid 12 Months
Extra 8.00 31.00 31.00 3.88 4G 225 Mbps Postpaid 12 Months
1GB prepaid data 1.00 17.50 17.50 17.50 3G 43.2 Mbps Prepaid 1 Month
Subscription 1GB 1.00 14.50 14.50 14.50 4G 100 Mbps Postpaid 12 Months
Subscription 3GB 3.00 17.50 17.50 5.83 4G 100 Mbps Postpaid 12 Months
Subscription 6GB 6.00 24.50 24.50 4.08 4G 150 Mbps Postpaid 12 Months
Subscription 12GB 12.00 32.50 32.50 2.71 4G 150 Mbps Postpaid 12 Months
Internet Month 1.00 9.95 9.95 9.95 3G 15 Mbps Prepaid 1 Month
Internet Month Xtra 1.50 14.95 14.95 9.97 3G 15 Mbps Prepaid 1 Month
136 Tariff Plans Benchmarking – 2H15
VOICE + DATA PLANS: Analyzed plan detail
Netherlands - Voice + Data Plans
Sample: KPN, Vodafone, T-Mobile, Tele2
Note: Tariffs updated to end of October 2015
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Carefree Entry (12 months) 1.00 32.50 32.50 32.50 4G 225 Mbit Postpaid 12 Months
Carefree Standard (12 months) 5.00 37.50 37.50 7.50 4G 225 Mbit Postpaid 12 Months
Carefree Premium + Spotify (12
months) 10.00 42.50 42.50 4.25 4G 225 Mbit Postpaid 12 Months
Red 3.00 31.00 31.00 10.33 4G 225 Mbps Postpaid 12 Months
Red Super 7.00 37.00 37.00 5.29 4G 225 Mbps Postpaid 12 Months
Subscription 1GB (12 months) 1.00 27.00 27.00 27.00 4G 100 MBps Postpaid 12 Months
Subscription 3GB (12 months) 3.00 29.00 29.00 9.67 4G 100 MBps Postpaid 12 Months
Subscription 6GB (12 months) 6.00 33.00 33.00 5.50 4G Postpaid 12 Months
Subscription 12GB (12 months) 12.00 38.50 38.50 3.21 4G 120 MBps Postpaid 12 Months
SIM Only Abonnement 1GB 1.00 20.00 20.00 20.00 4G Postpaid 12 Months
SIM Only Abonnement 2GB 2.00 25.00 25.00 12.50 4G Postpaid 12 Months
SIM Only Abonnement 4GB 4.00 35.00 35.00 8.75 4G Postpaid 12 Months
Since our study, Tele2 has begun to decrease its sim only subscriptions by up to
50%, shifting its focus to providing more data for their customers
137 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Vive 12 1 12.00 12.00 12 4G 7.2 Mbps Postpaid NA
Internet Tablet 1 GB 1 11.00 11.00 11 4G 300 Mbps Postpaid NA
Internet Tablet 3.2 GB 3.2 24.00 24.00 7.5 4G 300 Mbps Postpaid NA
Internet Tablet 6 GB 6 30.00 30.00 5 4G 300 Mbps Postpaid NA
Internet Tablet 10 GB 10 42.00 42.00 4.2 4G 300 Mbps Postpaid NA
Bono mensual 750 MB 0.75 10.00 10.00 13.3 4G 150 Mbps Prepaid NA
Bono mensual 1.5 GB 1.5 15.00 15.00 10 4G 150 Mbps Prepaid NA
Internet Móvil 1GB 1 10.89 10.89 10.89 4G 42 Mbps Postpaid NA
Internet Móvil 5GB 5 24.95 24.95 4.99 4G 42 Mbps Postpaid NA
La del Cero 1,2GB 1.2 11.00 11.00 9.17 4G 75Mbps Postpaid NA
DATA PLANS: Analyzed plan detail
Spain - Data Plans
Sample: Orange, Movistar, Vodafone, Yoigo
Note: Tariffs updated to end of October 2015
138 Tariff Plans Benchmarking – 2H15
VOICE + DATA PLANS: Analyzed plan detail
Spain - Voice + Data Plans
Sample: Orange, Movistar, Vodafone, Yoigo
Note: Tariffs updated to end of October 2015
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Vive 33 2.5 33.00 33.00 13.20 4G 7.2 Mbps Prepaid /
Postpaid NA
Vive 45 5 45.00 45.00 9.00 4G 7.2 Mbps Prepaid /
Postpaid NA
Red M 3 33.00 33.00 11.00 4G 300 Mbps Postpaid NA
Red L 5 42.00 42.00 8.40 4G 300 Mbps Postpaid NA
Red XL 8 59.00 59.00 7.38 4G 300 Mbps Postpaid NA
Delfín 2.5 30.95 30.95 12.38 4G Postpaid 12 Months
Ballena 5 39.95 39.95 7.99 4G Postpaid 12 Months
La Sinfin 8 GB 8 29.00 29.00 3.63 4G 75Mbps Postpaid NA
139 Tariff Plans Benchmarking – 2H15
DATA PLANS: Analyzed plan detail
Sweden - Data Plans
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Telia Mobilt bredband 6 GB 6 99 10.57 1.76 4G 100 Mbps Postpaid 1 Month
Telia Mobilt bredband 20 GB 20 199 21.24 1.06 4G 100 Mbps Postpaid 1 Month
Telia Mobilt bredband 40 GB 40 299 31.92 0.80 4G 100 Mbps Postpaid 1 Month
Broadband 4G 5 99 10.57 2.11 4G Postpaid 1 Month
Broadband 4G 20 149 15.91 0.80 4G Postpaid 1 Month
Broadband 4G 50 249 26.58 0.53 4G Postpaid 1 Month
Broadband 4G 100 399 42.59 0.43 4G Postpaid 1 Month
Mobilt bredband 40 249 26.58 0.66 4G 100 Mbps Postpaid 1 Month
3Bredband 1 99 10.57 10.57 4G 64 Mbps Postpaid 1 Month
3Bredband 5 119 12.70 2.54 3G 32 Mbps Postpaid 1 Month
3Bredband 5 149 15.91 3.18 4G 64 Mbps Postpaid 1 Month
3Bredband 15 169 18.04 1.20 3G 32 Mbps Postpaid 1 Month
3Bredband 15 199 21.24 1.42 4G 64 Mbps Postpaid 1 Month
3Bredband 40 369 39.39 0.98 3G 32 Mbps Postpaid 1 Month
3Bredband 40 399 42.59 1.06 4G 64 Mbps Postpaid 1 Month
3Bredband 60 469 50.06 0.83 3G 32 Mbps Postpaid 1 Month
3Bredband 60 499 53.27 0.89 4G 64 Mbps Postpaid 1 Month
3Bredband 200 799 85.29 0.43 3G 32 Mbps Postpaid 1 Month
3Bredband 200 829 88.49 0.44 4G 64 Mbps Postpaid 1 Month
Sample: 3 Sweden, Tele2, Telenor, Telia
Note: Tariffs updated to end of October 2015
140 Tariff Plans Benchmarking – 2H15
VOICE + DATA PLANS: Analyzed plan detail
Sweden - Voice + Data Plans
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Mobil komplett 4 299 31.92 7.98 4G 100 Mbps Postpaid 1 Month
Mobil komplett 12 399 42.59 3.55 4G 100 Mbps Postpaid 1 Month
Mobil komplett 24 499 53.27 2.22 4G 100 Mbps Postpaid 1 Month
Mobil komplett 40 599 63.94 1.60 4G 100 Mbps Postpaid 1 Month
Mobile subscription and data 5 248 26.47 5.29 4G Postpaid 1 Month
Mobile subscription and data 20 298 31.81 1.59 4G Postpaid 1 Month
Mobile subscription and data 50 398 42.49 0.85 4G Postpaid 1 Month
Mobile subscription and data 100 548 58.50 0.58 4G Postpaid 1 Month
Mobil 2 GB (+2GB promotion) 4 299 31.92 7.98 4G 100 Mbps Postpaid 1 Month
Mobil 12 GB 12 399 42.59 3.55 4G 100 Mbps Postpaid 1 Month
Mobil 24 GB 24 499 53.27 2.22 4G 100 Mbps Postpaid 1 Month
Mobil 50 GB 50 599 63.94 1.28 4G 100 Mbps Postpaid 1 Month
3Total 3G 2 199 21.24 10.62 3G Postpaid 1 Month
3Total 2 2 349 37.25 18.63 4G Postpaid 1 Month
3Total 6 6 449 47.93 7.99 4G Postpaid 1 Month
3Total 20 20 549 58.60 2.93 4G Postpaid 1 Month
3Total 50 50 649 69.28 1.39 4G Postpaid 1 Month
Sample: 3 Sweden, Tele2, Telenor, Telia
Note: Tariffs updated to end of October 2015
141 Tariff Plans Benchmarking – 2H15
DATA PLANS: Analyzed plan detail
UK - Data Plans
Sample: EE, O2, Vodafone, 3UK
Note: Tariffs updated to end of October 2015
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
2GB Mobile Data 12 Months 2.00 10.00 13.65 6.83 4G Postpaid 1 Month
5GB Mobile Data 1 Month 5.00 15.00 20.48 4.10 4G Postpaid 1 Month
15GB Mobile Data 1 Month 15.00 20.00 27.30 1.82 4G Postpaid 1 Month
20GB Mobile Data 1 Month 20.00 23.00 31.40 1.57 4G Postpaid 1 Month
Broadband - Pay As You Go + 1 1.00 10.49 14.32 14.32 4G Prepaid 1 Month
EE PAYM 4G Multi SIM 1.00 10.00 13.65 13.65 4G 60 Mbps Postpaid 1 Month
EE PAYM 4G Multi SIM 3.00 15.00 20.48 6.83 4G Postpaid 1 Month
EE PAYM 4G Multi SIM 15.00 20.00 27.30 1.82 4G Postpaid 1 Month
EE PAYM 4G Multi SIM 25.00 30.00 40.95 1.64 4G Postpaid 1 Month
Pay Monthly 2GB 2.00 11.00 13.82 6.91 4G Postpaid 1 Month
Pay Monthly 6GB 6.00 16.00 20.10 3.35 4G Postpaid 1 Month
Pay Monthly 10GB 10.00 22.00 27.64 2.76 4G Postpaid 1 Month
30 days one off top-up 1GB 1.00 10.00 13.65 13.65 4G Prepaid 1 Month
30 days one off top-up 2GB 2.00 15.00 20.48 10.24 4G Prepaid 1 Month
30 days one off top-up 4GB 4.00 21.00 28.67 7.17 4G Prepaid 1 Month
30 days one off top-up 8GB 8.00 26.00 35.49 4.44 4G Prepaid 1 Month
Sim Only Data Bundle 1.00 10.00 13.65 13.65 4G Postpaid 1 Month
Sim Only Data Bundle 3.00 15.00 20.48 6.83 4G Postpaid 1 Month
Sim Only Data Bundle 10.00 20.00 27.30 2.73 4G Postpaid 1 Month
iPad SIM 1GB 1.00 10.00 12.56 12.56 4G Prepaid 1 Month
iPad SIM 2GB 2.00 15.00 18.85 9.42 4G Prepaid 1 Month
iPad SIM 3GB 3.00 20.00 25.13 8.38 4G Prepaid 1 Month
iPad SIM 6GB 6.00 25.00 31.41 5.24 4G Prepaid 1 Month
142 Tariff Plans Benchmarking – 2H15
VOICE + DATA PLANS: Analyzed plan detail
UK - Voice + Data Plans
Sample: EE, O2, Vodafone, 3UK
Note: Tariffs updated to end of October 2015
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media, Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
All-you-can-eat minutes 4GB 4.00 21.00 28.67 7.17 4G 50 Mbps Postpaid 12 Months
All-you-can-eat minutes 8GB 8.00 24.00 32.76 4.10 4G 50 Mbps Postpaid 12 Months
All-you-can-eat data & minutes Unlimited 27.00 36.86 N/A 4G 50 Mbps Postpaid 12 Months
EE PAYM 4G Multi SIM 4.00 20.99 28.65 7.16 4G Postpaid 12 Months
EE PAYM 4G Multi SIM 6.00 23.99 32.75 5.46 4G Postpaid 12 Months
EE PAYM 4G Multi SIM 10.00 25.99 35.48 3.55 4G Postpaid 12 Months
Pay Monthly 1GB 1.00 13.60 18.56 18.56 4G Postpaid 12 Months
Pay Monthly 2GB 2.00 15.30 20.88 10.44 4G Postpaid 12 Months
Pay Monthly 4GB 4.00 19.54 26.67 6.67 4G Postpaid 12 Months
Pay Monthly 7GB 7.00 23.80 32.49 4.64 4G Postpaid 12 Months
Pay Monthly 10GB 10.00 27.20 37.13 3.71 4G Postpaid 12 Months
Pay Monthly 20GB 20.00 30.60 41.77 2.09 4G Postpaid 12 Months
Red 2GB 2.00 15.30 20.88 10.44 4G Postpaid 12 Months
Red Value 4GB 4.00 19.80 27.03 6.76 4G Postpaid 12 Months
Red Value 6GB 6.00 24.30 33.17 5.53 4G Postpaid 12 Months
Red Value 10GB 10.00 27.20 37.13 3.71 4G Postpaid 12 Months
Red Value 20GB 20.00 30.00 40.95 2.05 4G Postpaid 12 Months
Big Value Bundle 4.00 30.00 40.95 10.24 4G Prepaid Monthly
Big Value Bundle 6.00 40.00 54.60 9.10 4G Prepaid Monthly
143 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
DataConnect 3GB 3 30.00 26.87 8.96 4G NA Postpaid 1 Month
Mobile Share Data 4GB 4 40.00 35.83 8.96 4G NA Postpaid 1 Month
Mobile Share Data 6GB 6 50.00 44.79 7.46 4G NA Postpaid 1 Month
Mobile Share Data 10GB 10 70.00 62.70 6.27 4G NA Postpaid 1 Month
Mobile Share Data 15GB 15 100.00 89.58 5.97 4G NA Postpaid 1 Month
Mobile Share Data 20GB 20 120.00 107.49 5.37 4G NA Postpaid 1 Month
Mobile Share Data 30GB 30 195.00 174.67 5.82 4G NA Postpaid 1 Month
Mobile Share Data 40GB 40 270.00 241.85 6.05 4G NA Postpaid 1 Month
Mobile Share Data 50GB 50 345.00 309.04 6.18 4G NA Postpaid 1 Month
GoPhone Tablet 2GB 2 25.00 22.39 11.20 4G NA Prepaid 1 Month
GoPhone Tablet 5GB 5 50.00 44.79 8.96 4G NA Prepaid 1 Month
GoPhone Tablet 8GB 8 75.00 67.18 8.40 4G NA Prepaid 1 Month
Simple Choice for Tablets and
More 2GB 2 20.00 17.92 8.96 4G 20 Mbps Postpaid 1 Month
Simple Choice for Tablets and
More 6GB 6 35.00 31.35 5.23 4G 20 Mbps Postpaid 1 Month
Simple Choice for Tablets and
More 10GB 10 50.00 44.79 4.48 4G 20 Mbps Postpaid 1 Month
Simple Choice for Tablets and
More 14GB 14 65.00 58.22 4.16 4G 20 Mbps Postpaid 1 Month
Simple Choice for Tablets and
More 18GB 18 80.00 71.66 3.98 4G 20 Mbps Postpaid 1 Month
Month Pass 3GB 3 30.00 26.87 8.96 4G 20 Mbps Prepaid 1 Month
Always-connected monthly 22GB 22 95.00 85.10 3.87 4G 20 Mbps Prepaid 1 Month
DATA PLANS: Analyzed plan detail
USA - Data Plans
Sample: AT&T, Sprint, T-Mobile, Verizon
Note: Tariffs updated to end of October 2015
144 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Data Only Plan 2GB 2 30.00 26.87 13.44 4G 50 Mbps Postpaid 1 Month
Data Only Plan 4GB 4 40.00 35.83 8.96 4G 50 Mbps Postpaid 1 Month
Data Only Plan 6GB 6 50.00 44.79 7.46 4G 50 Mbps Postpaid 1 Month
Data Only Plan 8GB 8 60.00 53.75 6.72 4G 50 Mbps Postpaid 1 Month
Data Only Plan 10GB 10 70.00 62.70 6.27 4G 50 Mbps Postpaid 1 Month
Data Only Plan 12GB 12 80.00 71.66 5.97 4G 50 Mbps Postpaid 1 Month
Data Only Plan 14GB 14 90.00 80.62 5.76 4G 50 Mbps Postpaid 1 Month
Data Only Plan 16GB 16 100.00 89.58 5.60 4G 50 Mbps Postpaid 1 Month
Data Only Plan 18GB 18 110.00 98.53 5.47 4G 50 Mbps Postpaid 1 Month
Data Only Plan 20GB 20 120.00 107.49 5.37 4G 50 Mbps Postpaid 1 Month
Data Only Plan 30GB 30 195.00 174.67 5.82 4G 50 Mbps Postpaid 1 Month
Data Only Plan 40GB 40 270.00 241.85 6.05 4G 50 Mbps Postpaid 1 Month
Data Only Plan 50GB 50 345.00 309.04 6.18 4G 50 Mbps Postpaid 1 Month
Data Only Plan 60GB 60 420.00 367.26 6.12 4G 50 Mbps Postpaid 1 Month
Data Only Plan 80GB 80 570.00 510.58 6.38 4G 50 Mbps Postpaid 1 Month
Data Only Plan 100GB 100 720.00 644.95 6.45 4G 50 Mbps Postpaid 1 Month
Data Device Plan 1GB 1 20.00 26.87 13.44 4G 50 Mbps Prepaid 1 Month
Data Plan 1GB 1 15.00 13.44 13.44 4G 10+ Mbps Postpaid 1 Month
Data Plan 3GB 3 35.00 31.35 10.45 4G 10+ Mbps Postpaid 1 Month
Data Plan 6GB 6 50.00 44.79 7.46 4G 10+ Mbps Postpaid 1 Month
Data Plan 12GB 12 80.00 71.66 5.97 4G 10+ Mbps Postpaid 1 Month
Data Plan 30GB 30 110.00 98.53 3.28 4G 10+ Mbps Postpaid 1 Month
DATA PLANS: Analyzed plan detail
USA - Data Plans
Sample: AT&T, Sprint, T-Mobile, Verizon
Note: Tariffs updated to end of October 2015
145 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Mobile Share Value 2GB 2 55.00 49.27 24.63 4G NA Postpaid 1 Month
Mobile Share Value 5GB 5 75.00 67.18 13.44 4G NA Postpaid 1 Month
Mobile Share Value 15GB 15 115.00 103.01 6.87 4G NA Postpaid 1 Month
Mobile Share Value 20GB 20 155.00 138.84 6.94 4G NA Postpaid 1 Month
Mobile Share Value 25GB 25 190.00 170.19 6.81 4G NA Postpaid 1 Month
Mobile Share Value 30GB 30 240.00 214.98 7.17 4G NA Postpaid 1 Month
Mobile Share Value 40GB 40 315.00 282.16 7.05 4G NA Postpaid 1 Month
Mobile Share Value 50GB 50 390.00 349.35 6.99 4G NA Postpaid 1 Month
GoPhone 1.5GB 1.5 45.00 40.31 26.87 4G NA Prepaid 1 Month
GoPhone 4GB 4 60.00 53.75 13.44 4G NA Prepaid 1 Month
Simple Choice for Phones 2GB 2 50.00 44.79 22.39 4G 20 Mbps Postpaid
/Prepaid 1 Month
Simple Choice for Phones 6GB 6 65.00 58.22 9.70 4G 20 Mbps Postpaid
/Prepaid 1 Month
Simple Choice for Phones 10GB 10 80.00 71.66 7.17 4G 20 Mbps Postpaid
/Prepaid 1 Month
Simple Choice for Phones
Unlimited Unlimited 95.00 85.10 #VALUE! 4G 20 Mbps
Postpaid
/Prepaid 1 Month
VOICE + DATA PLANS: Analyzed plan detail
USA - Voice + Data Plans
Sample: AT&T, Sprint, T-Mobile, Verizon
Note: Tariffs updated to end of October 2015
146 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
The Verizon Plan (S) 1GB 1 50.00 44.79 44.79 4G 50 Mbps Postpaid 1 Month
The Verizon Plan (M) 3GB 3 65.00 58.22 19.41 4G 50 Mbps Postpaid 1 Month
The Verizon Plan (L) 6GB 6 80.00 71.66 11.94 4G 50 Mbps Postpaid 1 Month
The Verizon Plan (XL) 12GB 12 100.00 89.58 7.46 4G 50 Mbps Postpaid 1 Month
The Verizon Plan (XXL) 18GB 18 120.00 107.49 5.97 4G 50 Mbps Postpaid 1 Month
The Verizon Plan 20GB 20 140.00 125.41 6.27 4G 50 Mbps Postpaid 1 Month
The Verizon Plan 25GB 25 195.00 174.67 6.99 4G 50 Mbps Postpaid 1 Month
The Verizon Plan 30GB 30 245.00 219.46 7.32 4G 50 Mbps Postpaid 1 Month
The Verizon Plan 40GB 40 320.00 286.64 7.17 4G 50 Mbps Postpaid 1 Month
The Verizon Plan 50GB 50 395.00 353.82 7.08 4G 50 Mbps Postpaid 1 Month
The Verizon Plan 60GB 60 470.00 421.01 7.02 4G 50 Mbps Postpaid 1 Month
The Verizon Plan 80GB 80 620.00 555.37 6.94 4G 50 Mbps Postpaid 1 Month
The Verizon Plan 100GB 100 770.00 689.73 6.90 4G 50 Mbps Postpaid 1 Month
Prepaid Smartphone Plan 1GB 1 45.00 40.31 40.31 4G 50 Mbps Prepaid 1 Month
Prepaid Smartphone Plan 3GB 3 60.00 53.75 17.92 4G 50 Mbps Prepaid 1 Month
Unlimited Hi-Speed Data Plan Unlimited 70.00 62.70 #VALUE! 4G 10+ Mbps Postpaid 1 Month
Prepaid Unlimited Talk & Text 1GB 1 35.00 31.35 31.35 4G 10+ Mbps Prepaid 1 Month
Prepaid Unlimited Talk & Text 3GB 3 45.00 40.31 13.44 4G 10+ Mbps Prepaid 1 Month
Prepaid Unlimited Talk & Text 6GB 6 55.00 49.27 8.21 4G 10+ Mbps Prepaid 1 Month
VOICE + DATA PLANS: Analyzed plan detail
USA - Voice + Data Plans
Sample: AT&T, Sprint, T-Mobile, Verizon
Note: Tariffs updated to end of October 2015
147 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Unlimited Data Only 5GB 5 6.00 14.25 2.85 3G Postpaid 1 Month
Unlimited Data Only 15GB 15 10.00 23.74 1.58 4G 150 Mbps Postpaid 1 Month
Unlimited Data Only 30GB 30 15.00 35.62 1.19 4G 150 Mbps Postpaid 1 Month
Unlimited Data Only 40GB 40 20.00 47.49 1.19 4G 150 Mbps Postpaid 1 Month
Unlimited Data Only 80GB 80 30.00 71.23 0.89 4G 150 Mbps Postpaid 1 Month
Unlimited Data Only 300GB 300 45.00 106.85 0.36 4G 150 Mbps Postpaid 1 Month
Unlimited Data Only 500GB 500 60.00 142.46 0.28 4G 150 Mbps Postpaid 1 Month
Starter Package + 2GB add-on
(3G) 2 6.00 14.25 7.12 3G Prepaid 1 Month
Starter Package + 3GB add-on
(3G) 3 7.00 16.62 5.54 3G Prepaid 1 Month
Starter Package + 4GB add-on
(4G) 4 8.00 19.00 4.75 4G 150 Mbps Prepaid 1 Month
Starter Package + 7GB add-on
(4G) 7 13.00 30.87 4.41 4G 150 Mbps Prepaid 1 Month
Starter Package + 20GB add-on
(4G) 20 23.00 54.61 2.73 4G 150 Mbps Prepaid 1 Month
Starter Package + 30GB add-on
(4G) 30 33.00 78.36 2.61 4G 150 Mbps Prepaid 1 Month
DATA PLANS: Analyzed plan detail
Bahrain - Data Plans
Sample: Batelco, Viva, Zain
Note: Tariffs updated to end of October 2015
148 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Vanilla 15 6.00 14.25 0.95 4G 15 Mbps Postpaid 1 Month
Browser 40 10.00 23.74 0.59 4G 25 Mbps Postpaid 1 Month
Gamer 30 12.50 29.68 0.99 4G 150 Mbps Postpaid 1 Month
Downloader 120 12.50 29.68 0.25 4G 15 Mbps Postpaid 1 Month
Hero 100 15.00 35.62 0.36 4G 150 Mbps Postpaid 1 Month
Raider 250 25.00 59.36 0.24 4G 150 Mbps Postpaid 1 Month
Raider Plus 1000 45.00 106.85 0.11 4G 150 Mbps Postpaid 1 Month
e-GO Data SIM + 3GB add-on 3 6.00 14.25 4.75 4G Prepaid 1 Month
e-GO Data SIM + 8GB add-on 8 12.00 28.49 3.56 4G Prepaid 1 Month
Broadband 7 5 7.00 16.62 3.32 4G Postpaid 1 Month
Broadband 10 10 10.00 23.74 2.37 4G Postpaid 1 Month
Broadband 15 15 15.00 35.62 2.37 4G Postpaid 1 Month
Broadband 25 30 25.00 59.36 1.98 4G Postpaid 1 Month
Broadband 35 60 35.00 83.10 1.39 4G Postpaid 1 Month
4G Prepaid Broadband Starter
Pack + 4GB add-on (promotion) 4 5.00 11.87 2.97 4G Prepaid 1 Month
4G Prepaid Broadband Starter
Pack + 8GB add-on (promotion) 8 7.00 16.62 2.08 4G Prepaid 1 Month
4G Prepaid Broadband Starter
Pack + 16GB add-on (promotion) 16 12.00 28.49 1.78 4G Prepaid 1 Month
DATA PLANS: Analyzed plan detail
Bahrain - Data Plans
Sample: Batelco, Viva, Zain
Note: Tariffs updated to end of October 2015
149 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Connect 4G 2 GB 2 55.00 13.14 6.57 4G Postpaid/
Prepaid 1 Month
Connect 4G 5 GB 5 90.00 21.50 4.30 4G Postpaid/
Prepaid 1 Month
4G Data SIM Postpaid 1GB 1 44.00 10.51 10.51 4G Postpaid 1 Month
4G Data SIM Postpaid 3GB* 3 84.00 20.06 6.69 4G Postpaid 1 Month
4G Data SIM Postpaid 6GB* 6 110.00 26.27 4.38 4G Postpaid 1 Month
4G Data SIM Postpaid Unlimited Unlimited 199.00 47.53 N/A 4G Postpaid 1 Month
4G Data SIM Prepaid 3GB 3 70.00 16.72 5.57 4G Prepaid 1 Month
SPEED 4G Internet Plan 2GB 2 40.00 9.55 4.78 4G Postpaid/
Prepaid 1 Month
SPEED 4G Internet Plan 5GB 5 70.00 16.72 3.34 4G 250 Mbps Postpaid/
Prepaid 1 Month
DATA PLANS: Analyzed plan detail
Kingdom of Saudi Arabia (KSA) - Data Plans
Sample: Mobility, STC, Zain
Note: Tariffs updated to end of October 2015
150 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Postpaid 1000 Unlimited 1,000.00 238.83 N/A 4G 250 Mbps Postpaid 12 Months
Wajid Extra 10 399.00 95.29 9.53 4G 250 Mbps Postpaid 3 Months
Mazaya Elite 5 450.00 107.48 21.50 4G 250 Mbps Postpaid 1 Month
Shebab Nitro Package 10 249.00 59.47 5.95 4G 250 Mbps Postpaid &
Prepaid 1 Month
X-LARGE Package 10 400.00 95.53 9.55 4G 250 Mbps Postpaid 1 Month
XTRA Package 1000 1,000.00 238.83 0.24 4G Postpaid 1 Month
VOICE + DATA PLANS: Analyzed plan detail
Kingdom of Saudi Arabia (KSA) - Voice +Data Plans
Sample: Mobility, STC, Zain
Note: Tariffs updated to end of October 2015
151 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Postpaid Internet 11 100 11.00 32.57 0.33 4G Postpaid 1 month
Postpaid Internet 16 500 16.00 47.37 0.09 4G Postpaid 1 month
Postpaid Internet 20 1000 20.00 59.21 0.06 4G Postpaid 1 month
Eezee Internet 5 3 5.00 14.80 4.93 4G Prepaid 1 month
Eezee Internet 8 15 8.00 23.69 1.58 4G Prepaid 1 month
Eezee Internet 11 100 11.00 32.57 0.33 4G Prepaid 1 month
Eezee Internet 16 500 16.00 47.37 0.09 4G Prepaid 1 month
Eezee Internet 20 1000 20.00 59.21 0.06 4G Prepaid 1 month
4G + plans without commitment
30GB 30 7.00 20.72 0.69 4G 225 Mbps Postpaid 1 month
4G + plans without commitment
150GB 150 9.00 26.65 0.18 4G 225 Mbps Postpaid 1 month
4G + plans without commitment
300GB 300 11.00 32.57 0.11 4G 225 Mbps Postpaid 1 month
4G + plans without commitment
500GB 500 14.00 41.45 0.08 4G 225 Mbps Postpaid 1 month
4G + plans without commitment
1000GB 1000 17.00 50.33 0.05 4G 225 Mbps Postpaid 1 month
My Net 4.5 GB 3 5.00 14.80 4.93 3G 150 Mbps Postpaid /
Prepaid 1 month
My Net 8 GB 4 7.00 20.72 5.18 4G 150 Mbps Postpaid /
Prepaid 1 month
My Net 20 GB 10 10.00 29.61 2.96 4G 150 Mbps Postpaid /
Prepaid 1 month
My Net 60 GB 30 15.00 44.41 1.48 4G 150 Mbps Postpaid /
Prepaid 1 month
My Net 100 GB 100 20.00 59.21 0.59 4G 150 Mbps Postpaid /
Prepaid 1 month
My Net 300 GB 300 22.00 65.14 0.22 4G 150 Mbps Postpaid /
Prepaid 1 month
DATA PLANS: Analyzed plan detail
Kuwait - Data Plans
Sample: Ooredoo, Viva, Zain
Note: Tariffs updated to end of October 2015
152 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Postpaid KD 9 105 9.00 26.65 0.25 4G 150 Mbps Postpaid 1 Month
Postpaid KD 13 500 13.00 38.49 0.08 4G 150 Mbps Postpaid 1 Month
Postpaid KD 18 Unlimited 18.00 53.29 N/A 4G 150 Mbps Postpaid 12 months
Prepaid Internet KD 4 4 4.00 11.84 2.96 4G 150 Mbps Prepaid 1 month
Prepaid Internet KD 7 15 7.00 20.72 1.38 4G 150 Mbps Prepaid 1 month
Prepaid Internet KD 18 Unlimited 18.00 53.29 N/A 4G 150 Mbps Prepaid 1 month
DATA PLANS: Analyzed plan detail
Kuwait - Data Plans
Sample: Ooredoo, Viva, Zain
Note: Tariffs updated to end of October 2015
153 Tariff Plans Benchmarking – 2H15
VOICE + DATA PLANS: Analyzed plan detail
Kuwait - Voice + Data Plans
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Postpaid 57 - No commitment 30 57.00 168.76 5.63 4G Postpaid 1 month
Postpaid 60 - No commitment 300 60.00 177.64 0.59 4G Postpaid 1 month
Postpaid 65 - No commitment 500 65.00 192.45 0.38 4G Postpaid 1 month
Prepaid Internet Bundle 51 8 51.00 151.00 18.87 4G Prepaid 1 month
Shamel 58 300 58.00 171.72 0.57 4G Postpaid NA
Postpaid KD 55 Unlimited 55.00 162.84 NA 4G Postpaid 12/18/24
Months
Sample: Ooredoo, Viva, Zain
Note: Tariffs updated to end of October 2015
154 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Mada 1GB monthly plan 1 5.00 11.63 11.63 4G 100 Mbps Postpaid 1 Month
Mada 3GB monthly plan 3 10.00 23.25 7.75 4G 100 Mbps Postpaid 1 Month
Mada 5GB monthly plan 5 15.00 34.88 6.98 4G 100 Mbps Postpaid 1 Month
Mada 10GB monthly plan 10 25.00 58.14 5.81 4G 100 Mbps Postpaid 1 Month
Mada 15GB monthly plan 15 34.00 79.06 5.27 4G 100 Mbps Postpaid 1 Month
Mada 30GB monthly plan 30 59.00 137.20 4.57 4G 100 Mbps Postpaid 1 Month
Hayyak Monthly 1GB 1 5.00 11.63 11.63 4G 100 Mbps Prepaid 1 Month
Hayyak Monthly 3GB 3 10.00 23.25 7.75 4G 100 Mbps Prepaid 1 Month
Hayyak Monthly 5GB 5 15.00 34.88 6.98 4G 100 Mbps Prepaid 1 Month
Hayyak Monthly 10GB 10 25.00 58.14 5.81 4G 100 Mbps Prepaid 1 Month
Shahry 1GB internet plan 1 5.00 11.63 11.63 4G Postpaid 1 Month
Shahry 3GB internet plan 3 10.00 23.25 7.75 4G Postpaid 1 Month
Shahry 6GB internet plan 6 17.00 39.53 6.59 4G Postpaid 1 Month
Shahry 10GB internet plan 10 24.00 55.81 5.58 4G Postpaid 1 Month
Shahry 30 GB internet plan 30 49.00 113.95 3.80 4G Postpaid 1 Month
Mousbak 1GB monthly plan 1 5.00 11.63 11.63 4G Prepaid 1 Month
Mousbak 3GB monthly plan 3 10.00 23.25 7.75 4G Prepaid 1 Month
Mousbak 6GB monthly plan new 6 17.00 39.53 6.59 4G Prepaid 1 Month
Mousbak 10GB monthly plan new 10 24.00 55.81 5.58 4G Prepaid 1 Month
Mousbak 30GB monthly plan new 30 49.00 113.95 3.80 4G Prepaid 1 Month
DATA PLANS: Analyzed plan detail
Oman - Data Plans
Sample: Ooredoo, Viva, Zain
Note: Tariffs updated to end of October 2015
155 Tariff Plans Benchmarking – 2H15
VOICE + DATA PLANS: Analyzed plan detail
Oman - Voice + Data Plans
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Mada Infinity 5 39.00 90.69 18.14 4G 100 Mbps Postpaid NA
Shahry Mazeed 3 34.00 79.06 26.35 4G Postpaid 1 Month
Sample: Ooredoo, Viva, Zain
Note: Tariffs updated to end of October 2015
156 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Shahry Mobile Internet / Data
Recharge - 1 GB 1 60.00 14.76 14.76 4G 225 Mbps
Postpaid /
Prepaid 1 Month
Shahry Mobile Internet / Data
Recharge - 1 GB 3 80.00 19.68 6.56 4G 225 Mbps
Postpaid /
Prepaid 1 Month
Shahry Mobile Internet / Data
Recharge - 1 GB 6 100.00 24.59 4.10 4G 225 Mbps
Postpaid /
Prepaid 1 Month
Shahry Mobile Internet / Data
Recharge - 1 GB 15 200.00 49.19 3.28 4G 225 Mbps
Postpaid /
Prepaid 1 Month
Data Recharge Unlimited unlimited 400.00 98.38 N/A 4G 225 Mbps Postpaid /
Prepaid 1 Month
Red Internet Basic Pack 1 50.00 12.30 12.30 4G 150 Mbps Postpaid 1 Month
Monthly Pack 50 1 50.00 12.30 12.30 4G 150 Mbps Prepaid 1 Month
Monthly Pack 80 3 80.00 19.68 6.56 4G 150 Mbps Prepaid 1 Month
Monthly Pack 100 6 100.00 24.59 4.10 4G 150 Mbps Prepaid 1 Month
Red Internet Regular Pack 7 100.00 24.59 3.51 4G 150 Mbps Postpaid 1 Month
Monthly Pack 200 12 200.00 49.19 4.10 4G 150 Mbps Prepaid 1 Month
Red Internet Super Pack 15 200.00 49.19 3.28 4G 150 Mbps Postpaid 1 Month
Red Internet Ultimate Pack 25 300.00 73.78 2.95 4G 150 Mbps Postpaid 1 Month
Data Plan 400 (unlimited - FUP) 60 400.00 98.38 1.64 4G 150 Mbps Postpaid 1 Month
DATA PLANS: Analyzed plan detail
Qatar - Data Plans
Sample: Mobility, STC, Zain
Note: Tariffs updated to end of October 2015
157 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Shahry SuperPack 1 150.00 36.89 36.89 4G 225 Mbps Postpaid 3 Months
Shahry - Smart 250 1 250.00 61.49 61.49 4G 225 Mbps Postpaid 3 Months
Shahry - Smart 450 6 450.00 110.68 18.45 4G 225 Mbps Postpaid 3 Months
Shahry - Smart 750 10 750.00 184.46 18.45 4G 225 Mbps Postpaid 3 Months
Red M 1 250.00 61.49 61.49 4G 150 Mbps Postpaid 3 months
Red L 6 350.00 86.08 14.35 4G 150 Mbps Postpaid 3 months
Red XL 10 750.00 184.46 18.45 4G 150 Mbps Postpaid 3 months
Red VIP 15 1,000.00 245.95 16.40 4G 150 Mbps Postpaid 3 months
VOICE + DATA PLANS: Analyzed plan detail
Qatar - Voice +Data Plans
Sample: Mobility, STC, Zain
Note: Tariffs updated to end of October 2015
158 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
1GB monthly plan 1 99.00 24.14 24.14 4G 250 Mbps Postpaid 1 Month
3GB monthly plan 3 149.00 36.34 12.11 4G 250 Mbps Postpaid 1 Month
7GB monthly plan 7 249.00 60.73 8.68 4G 250 Mbps Postpaid 1 Month
10GB monthly plan 10 299.00 72.92 7.29 4G 250 Mbps Postpaid 1 Month
20GB monthly plan 20 449.00 109.50 5.48 4G 250 Mbps Postpaid 1 Month
Unlimited monthly plan 50 999.00 243.64 4.87 4G 250 Mbps Postpaid 1 Month
Double data 50 AED (one-time) 0.6 50.00 12.19 20.32 4G 250 Mbps Prepaid 1 Month
Double data 100 AED (one-time) 2 100.00 24.39 12.19 4G 250 Mbps Prepaid 1 Month
Double data 150 AED (one-time) 6 150.00 36.58 6.10 4G 250 Mbps Prepaid 1 Month
Double data 200 AED (one-time) 10 200.00 48.78 4.88 4G 250 Mbps Prepaid 1 Month
Double data 250 AED (one-time) 14 250.00 60.97 4.36 4G 250 Mbps Prepaid 1 Month
Double data 300 AED (one-time) 20 300.00 73.16 3.66 4G 250 Mbps Prepaid 1 Month
Double data 450 AED (one-time) 40 450.00 109.75 2.74 4G 250 Mbps Prepaid 1 Month
Double data 500 AED (one-time) 50 500.00 121.94 2.44 4G 250 Mbps Prepaid 1 Month
Monthly data pack 1GB 1 100.00 24.39 24.39 4G Postpaid 1 Month
Monthly data pack 5GB 5 200.00 48.78 9.76 4G Postpaid 1 Month
Monthly data pack 25GB 25 500.00 121.94 4.88 4G Postpaid/
Prepaid 1 Month
Data festival AED 50 0.6 50.00 12.19 20.32 4G Prepaid 1 Month
Data festival AED 100 2 100.00 24.39 12.19 4G Prepaid 1 Month
Data festival AED 150 6 150.00 36.58 6.10 4G Prepaid 1 Month
Data festival AED 200 10 200.00 48.78 4.88 4G Prepaid 1 Month
Data festival AED 300 20 300.00 73.16 3.66 4G Prepaid 1 Month
DATA PLANS: Analyzed plan detail
Unites Arab Emirates (UAE) - Data Plans
Sample: Du, Etisalat
Note: Tariffs updated to end of October 2015
159 Tariff Plans Benchmarking – 2H15
Company Offer Name GB included Price per
month
Price per
month
(EUR)
Price per
GB in
(EUR)
Network
(3G/4G)
Network
Speed
(Mbps)
Prepaid/
Postpaid
Contract
Minimum
Length
VAS
Media,
Entert.
VAS
Accessibility
VAS
Productivity
VAS
Sharability
Emirati 300 2 300.00 73.16 36.58 4G 250 Mbps Postpaid 1 Month
Emirati 600 4 600.00 146.33 36.58 4G 250 Mbps Postpaid 1 Month
Smart 600 4 600.00 146.33 36.58 4G 250 Mbps Postpaid 1 Month
Emirati 1000 10 1,000.00 243.88 24.39 4G 250 Mbps Postpaid 1 Month
Smart 1000 10 1,000.00 243.88 24.39 4G 250 Mbps Postpaid 1 Month
Emirati Plan 300 2 300.00 73.16 36.58 4G Postpaid 1 Month
Emirati Plan 600 4 600.00 146.33 36.58 4G Postpaid 1 Month
Smart 600 4 600.00 146.33 36.58 4G Postpaid 1 Month
Emirati Plan 1000 10 1,000.00 243.88 24.39 4G Postpaid 1 Month
Smart 1000 10 1,000.00 243.88 24.39 4G Postpaid 1 Month
VOICE + DATA PLANS: Analyzed plan detail
Unites Arab Emirates (UAE) - Voice +Data Plans
Sample: Du, Etisalat
Note: Tariffs updated to end of October 2015
160 Tariff Plans Benchmarking – 2H15
Exchange rates vs Euro
Exchange rates
* Source: x-rates.com, 30 September 2015
Market Currency Exchange Rate H1 2015 ( @
30/09/2015)
Bahrain BHD 2.3744
Denmark DKK 0.1340
KSA SAR 0.2388
Kuwait KWD 2.9607
Oman OMR 2.3254
Qatar QAR 0.2459
Sweden SEK 0.1067
UAE AED 0,2186
UK GBP 1.3538
USA USD 0.8957
161 Tariff Plans Benchmarking – 2H15
Contacts:
Vincenzo Basile
Principal TIME practice
+39 06 688821
Daniele Spera
Principal TIME practice
+39 06 688821
Arthur D. Little
As the world’s first consultancy, Arthur D. Little has been at
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Copyright © Arthur D. Little 2015. All rights reserved.
Contacts & Authors
Country reference : Italy Vincenzo Basile
Principal
Central Europe Michael Opitz
Head of TIME Practice
France Didier Levy
Director
Nordics Martin Glaumann
Partner
Middle East Andrea Faggiano
Associate Director
Spain Javier Serra
Principal
United Kingdom Richard Swinford
Partner
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